Interesting phrase - hiring companies use it to say they can't fulfill the requirements they have for a position, yet are not willing to take a risk in that the 1 "requirement" you don't have (or have enough experience in) and that actually isn't a major issue stops them from hiring an awesome employee. A number of the jobs I'm seeing at the moment are for a generalist with specialist skills.
Perhaps there needs to be a way to address this too?