I agree that it is a candidate's responsibility to understand what, and to whom they are targeting their skills to, but I find the examples speak to a different matter entirely.

Someone with little skill writing (interesting) articles and then attempting to get on Tech Republic is not the same as someone who writes well and expects you to give them a credible source to launch their journalism.

From my experience in the Web development world a hiring team will entice candidates with precise reasons why one should apply. The confidence suggested by such great perks should translate to; "We know we are a great company, here's what we bring to the table, now how about you?".