Has the style of the job listings aimed towards high-profile jobs changed?

Has the style of the job listings aimed towards high-profile jobs changed?

While I was searching for the perfect job on stackoverflow careers, I
found out the the style of the job listings is pretty much changed in the
last few years (let's say, from 2007).
My impression is that five or six years ago, it was typical if you were
searching for a good high-profile job, to put some joke about a esoteric
programming language (Ruby, at the time), maybe some other joke about
being a ninja or a little puzzle on programming. Nowadays I would say that
many posts overstate the profile.
Today, I found this:
http://careers.stackoverflow.com/jobs/30377/backend-infrastructure-developer-spotify
and I got shocked.
This totally redefines the idea of "high profile" job. As an example:
"Has written a Heroku clone to find out how hard it really is."
Really?
I know that a company like spotify is looking for the best programmers out
here, but who has written an Heroku clone in the spare time? It seems to
me that this is just too much.
Plus, many listings ask the candidates to have an extensive github
portfolio, which is something that many programmers don't have.
Ironically enough, many big companies such as Google or Amazon don't ask
for such things, and they rely on the process to find the best.
The risk here is that many good programmers won't apply to jobs in small
companies and will prefer the biggest one.
What do you think?