Oh, he meant deloading like changing the weight. Every rep? I thought it was some term I hadn't heard of describing letting the bar rest at the bottom so there was no spring/momentum. Guess I should skip to the deadlift section of Starting Strength, cause I've never heard of changing weights every rep of an exercise.
Deadlifts are typically a one rep exercise when you start getting into heavy weights. I wouldn't skip them though, they hit nearly every muscle in your body.