Job interviews are really all about salesmanship. Yeah, that may not be a very appealing thing to people who aren't into marketing, persuasion, and other key tenets of that process. But it's really a good thing. Viewing the process that way gives you a lot more control. You're no longer at the mercy of what the interviewer asks and how he sets the agenda of the discussion. You have power in getting what you want out of the exchange.