I can accept that this is effective with most companies, and I don't blame you for doing what you can to increase your chances, but in an ideal world each side is their genuine self.

I understand that some people see an interview as a sales meeting, but in the end, if it works out, what results is both sides having to interact with each other on a daily basis ideally for a long time.

An employment relationship is in the end a relationship between people. Embellishing in an interview just makes that relationship uncomfortable.