I've asked "A player" candidates to perform challenges, and I have happily performed them myself to get a job. And as a candidate, there have been a couple of time where I've realized via the challenge process, that I wouldn't want to work with a particular group.
It's a smart use of time by both parties to quickly determine if the candidate is indeed a good fit for the position.
Spec work, as in completing a project to receive consulting work, is an entirely different debate.