As far as I remember, PCI standard says PCI interface is designed to work without impedance matching - PCI buffers have strong protection diodes, so overshoot/undershoot voltages caused by signal reflection do not damage output buffers.
Moreover, PCI uses signal reflections - output driver initially drives output line only partially (1/2 of desired voltage), than wavefront arrives another end of line, it reflects on unterminated end and doubles.
Please search in Google for "reflected wave switching" keyword for more information.
For example, this link:
http://www.sigcon.com/Pubs/news/2_28.htm
Also, I recommend looking Section "PCI Method: Reflected-Wave Switching" in "PCI System Architecture (4th Edition)" book from MindShare.