I definitely agree with the point that for hiring, recommendations go a long way in terms of filtering out so many of the "liars" and "deluded" that you discussed. I feel like in any setting, using your network of individuals that have already gained your trust to expand that network is a good and effective way to progress.
This alone is a one of the biggest inhibitors for some great people I know. These days all startups claim their culture is as cool as any startup culture can get. So, I feel there isn't any differentiating factor in quotes like 'disrupting something' most of the time. I believe a good advert would be one which gives sufficient information that motivates good candidates(who usually have good jobs already) explore other options.