It's not a fair comparison. Apples and oranges.
Running is "harder" on the body", everyone knows this and its not really a disagreement.... but I am not so sure thats what the question is really asking.
Go tell a 130 pound guy to play an NFL game and have some 275 pound linebackers pounce on the 135 pound guys ass for an hour straight. He'll be in bed, if not the hospital for for longer than any marathoner recovers from the event. Tell me whats harder then. Making a comparison solely on the basis of how badly your body gets "thrashed" lacks merit to some extent.
The whole thing about how you can coast on a bicycle also kind of lacks scientific merit also. When you coast on flat ground, you lose speed. You have to reaccelerate. (Re)Accelerating actually uses up more energy than actually going at a constant pace. The claim only has merit if your dealing with downhill coasting.
Furthermore, its widely accepted that there is about a 2.5 to 3 conversion factor between biking and running in terms of distance equivelance. Relatively speaking, a 100 mile "century" is actually "longer" (relatively speaking) than a running marathon when you go by the widely accepted conversion factor. A 3 mile run is equivelant to roughly 7.5 to 9 mile bike... and a 6 mile run is equivelant to roughly 15 to 18 mile bike. Likewise, a marathon is then equivelant to roughly 66 - 79 mile bike ride.
Also... most runners who have done "centuries" cannot even credibly claim to compare them with a running race. Centuries, for the most part are casual events done for fun and sightseeing purposes, and even the guys who ride them a bit harder going for time... are not really going balls out. Unless a person is equally well trained in both events (based on times, not on your opinion of whether you think your equally good), and unless that equally trained person is doing both races as his maximum exertion level, you cannot make a fair comparison.
I think any Tour de France rider, whether they are at the front or back of the peleton, will take issue with the claim herein, that they are "taking it easy" in comparison to a marathon runner. Your body might not get thrashed as bad from running, due to the lower impact involved in biking.... but if your hauling ass at 28 mph for 100 miles straight.... your damned well putting in the same cardiovascular and muscular effort that any marathon runner is.