At best, this refers to a standardized 250 ml or 8 oz measuring cup (unfortunately, still rarely what "a cup of coffee" generally means to those who read these headlines and adjust behaviour as a result).
At worst, the term is used to allow for ambiguity and variance expected in self-reporting.
I recognize there are many other variables that are even harder to measure than beverage volume, like mg of caffeine or diterpenes or antioxidants. But "cups" just seems so loose.
Related question: Is there a somewhat accurate amateur method of measuring caffeine content? I vary my beans and roasts and method a fair bit for fun and taste. e.g. various beans, light vs medium vs dark roasts, varying apparatus, mass of beans per "cup", filter types, and brewing time. I would like to have insight into how much caffeine I'm consuming.