Yes, I did mean to invoke the negative connotation of "reek".
The netflix culture deck isn't a bad ideal, not at all. It may not suit some, but that's ok. I think it has some real problems but I won't go into that here. Anyway, let's not let perfect get in the way of good. If it were the reality, it would be better than the way most companies operate, by a long shot.
But just like with Valve, the theory is different than the practice.
So just as we (HN) hate the person with the fancy car, fancy watch, designer clothes, who are "obviously" just doing this to signal virtue, I loathe the type of org that engineers by blog and cultures by pushy slide deck. It's fine to desire that culture (even if it's impossible), but you look like a buffoon by insisting on being so pushy about it. And that's what Toptal is doing.
I am not a netflix employee, but I know a few former and one current employee.