Maybe they're in stealth. That limits how much of the kimono they're willing to open. Or maybe they're in the open but they want to brag about the traffic graph without having to spoil some press they're saving for later. (Though anyone who pays even a little attention around here would probably find it easy to suss out who these guys are. I have a good hunch.)

I don't think it would be out of line to offer an equally pithy summary of one's work experience, along with a resume, and let the conversation go from there. They're signaling that they're not stuffy suits – I don't think the expectation is for an applicant to respond to the ad like they would a job at IBM.

As to professionalism, eh, screw it. I'm exhausted with corporate bullshit and I know I hate when scrappy companies try to emulate it. They're "keeping it real," as the kids say, and that's a lot more pleasant to me than the stiff, stuffy, dull alternatives.