You nailed the concept but the execution was soft. They didn't have enough information on their users to do this well. They knew I was interested in 'wine' and 'software engineering' but didn't understand the huge difference in expertise I had in each, for example.
Exactly. Also, if you're a professional software developer, even your resume isn't a good description of what you are an expert on, so their one line description isn't adequate.
If I say I'm an expert on "linux", that could mean linux kernel code, the LAMP stack, or administration and then I get questions like "why do I not get sound out of my netbook on Ubuntu 9.10?"