Cable lengths

There are no absolutely newtral cables. The active resistance plays the smallest role especially in the wires of 10AWG or thicker. The reactance will play more important role(especially inductance). If your amp is high current and can take high capacity loads than you will not experience any audiable differences.

For ML 336 it's no problem at all.

By coiling you create an extra inductance which is so small that it can be just neglected for audio freequencies.

On the other hand the difference in volume level tells that loads to an amplifier are different. To decrease this difference you should use thick 10AWG or even thicker speaker wires/cables.

Now I remember too, Bwihite about that article.
Moreover, It's almost impossible to find a HT system that uses equal speaker wire runs for mains, sub, center and surrounds(ABSURD!)