I agree that it is pointlessly chic, however have you ever thought about it from the point of the people hiring? It is difficult to find good people to hire, and this company isn't making any bones about what they want. Also remember to separate human resources from development. What you are getting, unless the company is tiny, is HR spiel.

I would use something like that as a flag of caution but I would want to see the job description/website/product information before making a final decision.

The Omni Group calls their support staff, "Support Ninjas", and I thought it was humorous the first time I saw it a couple of years ago.

http://www.omnigroup.com/company/people/

If it's a churn and burn shop that pays nothing then yes, stay away. If it's an over zealous HR person, than give them the benefit of the doubt. :)