I've been involved in the Tech Startup world for a bit now (though in London, not SV) and it's amazing the amount of bullshit being spewed around to try and catch the innocent and naive.
Even just the reference to "Big Data" (which is just a rebranding of a past concept) sets alarm bells ringing in my head. Anybody looking for a "rockstar" anything is just branding themselves as either idiots or devious types.
FYI, I'm programmer in my forties that started his own company after 15 years working in 3 countries as a permanent employee and freelancer. I still vividly remember being in the middle of the Y2K boom and bust.
That said, looking around at other people working in Tech Startups I can understand why somebody would be trying to sell some kind of algorithmic programmer evaluation kit to them: most Tech Startups are not started by techies, they're started by non-techies who then have tons of trouble finding a CTO-type techie to help them (an all around hacker-type willing to work and manage the technical side of a startup is actually very hard to find), so they end up having to evaluate and hire the developers themselves and they simply have no clue how spot the good ones from the bad ones or even what a developer is capable of (or not) at a certain level of experience.
This is in fact a pretty generic problem: people have tons of prejudices and preconceptions about how work is done outside of their area of expertise and lack the needed real-life knowledge about it to be able to judge the practicioners of other areas of work properly.