The concept behind this is simple, you are long on a token so you don't want to sell half of it to pair up with another token to provide liquidity. Enter: Jenny's Match. You put an ad up stating what you have to offer, what you'd prefer it be paired with and if paired, where it will be staked to earn rewards.
Someone else, browsing, sees your offer and holds the other half of what you need. They accept it. Both of your tokens are paired to form an LP and if possible, deposited to start earning rewards that are split 50/50 by both parties.
No need to sell half of your holdings and still earn a reward.