In Joes example:
Bike Rate - This is the leverage rate created by the suspension design. As the bike moves through it's travel, the leverage rate changes. The simple way to figure this out is divide the wheel travel by the shock travel. This gives you the simple rate, but in reality it changes throughout. If you look at Joes graph - V10 has a rising rate. Heckler is a flat rate. Blur has a falling rate at the beginning of travel before it flattens and then becomes a rising rate at the end of travel.
Shock Rate - This is the rate of the spring on your bike. A coil spring takes the same amount of force to compress it one inch, throughout the travel. So, if it takes 100 pounds to compress it one inch at the start of travel, if you're at mid stroke and add another 100 pounds, you'll compress it another inch. Air springs tend to be rising rate, to one extent or another. So, at the end of travel, it takes progressively more travel to compress it a similar distance. And the lower the volume of the air spring, the more rising rate this is.
Wheel Rate - If you add these two things together, you get the bike rate. Rising rate linkage with a rising rate shock? A whole shit tonne of rising rate. Falling rate linkage with a rising rate shot? Who knows. Something closer to a straight rate at the wheel. I think what he's trying to say is that there is no easy answer. The design of the suspension is a whole range of variables, and the shock adds another dimension on top of that.
Missing from the equation - Damping rates. On top of the "spring" portion of the shock, you have the damping curves of the shock to throw into the mix. Good luck finding any info on that from the manufacturers though. But it can impact things just as much.
Hope that helps. Might just be a regurgitation.