At our company, we try to painstakingly craft our recruiting experience to make sure each candidate we interview has a good experience and ends up with a positive impression of our company regardless of whether or not we end up sending them an offer. At the end of the day, we're all human beings, each with something unique to bring to the table, even if that something might not be what we're looking for for a particular role at the moment.
Maybe past some scale we'll have to start changing our approach and start reducing candidates down to data points and "run experiments" on them like lab rats, like Google, et all, and these guys here seem to be so proud of themselves for doing, but I'd sooner quit than to stay a part of a company that does that.