Even more important than that is to get people who really are aligned with what the company actually is, instead of just the standard bullshit that everybody says.

I, too, really like the idea, but I wonder if, in practice, it wouldn't work because companies don't introspect deeply enough to understand what makes them distinct? For instance, if what's remarkable about your company is that you have a great culture where people goof off a lot and have a lot of fun, and still manage to get a passable amount of work done, would anyone dare to self-identify that way?