I was that poster (I think, there may have been many of us?).
I'm French, and tradition dictates that we either peck on the cheek or go cheek to cheek (once or twice or more, depending on the region). I go along with it because it's more or less required.
However, our bodies don't touch! There is actually much less contact than with a hug. Some French people hug, like socialites and magazine editors, but it's not required or frequent at all, unless you're hugging your kids.
I feel highly uncomfortable feeling the bulk of somebody else's body against mine when:
1. I don't know them that well.
2. I know them but don't like them.
3. I love them but still really don't like to feel everything.
4. It's the "uncle" from hell and I know what he's thinking.
I never initiate hugs, but if one is coming my way, I lean in, put my arm over the person and press the shoulder a bit, and get out quickly.
So basically, I just want to hug my husband and kids. I could do that all day