She did mention that Pulse only pays for code or projects that would be used in production. Agreed, paying people for all interviews would not scale. :)
Now you're excluding all candidates who aren't willing to spend some time (a week?) working for what might be free. And some of these candidates will be the highly-skilled programmers you'd love to have, but who won't be willing to jump through hoops when they can easily get a job elsewhere with fewer hoops.