They measure that over time. Coding skills they can measure quite well.
Which means that the other half are not technical roles.
It's especially bewildering when a company seeks a software engineer with expertise in a highly technical domain and populates the interview primarily with programming questions. If they can find the subject matter expert who also happens to be a master software craftsman, congrats to them, but I'm guessing that person doesn't come along very often.
(Maybe I'm bitter, but with the level of skill in computer vision I can demonstrate, don't you think you can teach me your programming nits in short order?)
What other non-soft skills are you discussing?