I think they mean ounces, cups, quarts, gallons, with no intuitive sense of conversion between them. I personally use ounces for almost everything (cocktail recipes are in 0.25 ounce increments, big cups are 40 ounces, big ol buckets can be 256 ounces). I might mess with gallons for very large amounts, but anything that can be expressed in cups or pints I'm usually just talking ounces anyway.