It seems to me that the literary criticism in this thread is getting kind of thick. The job posting is like a resume in reverse, and a resume is not designed to be a window into someone's immortal soul. It's a teaser.
A job posting is a telegraphic commercial that's designed to describe the job in the broadest possible terms, so that the obviously unsuitable might be discouraged while the potentially suitable might be prompted to waste a few minutes on an email cover letter. That is why they use the same jargon, that is why they deal in cliches and fashionable labels ("Lean Startup", "Fortune 500 company", "lifestyle company" -- these terms may not be highly specific but they tell you important basic things about the company's outlook, just as the words "SWF, thirtysomething, seeks SM with LTR potential" tells you boring but crucial basic facts about your potential first date.
Don't expect Tolstoy. If you want to learn what a company is really like you're going to have to pick up the phone or start an email discussion.
The way I read it: You're not a bozo, you know what you want your candidate to do, you make money. Pretty good to me. There isn't perfect clarity on the product, but they're keeping that under wraps for a reason.
That posting gives you a better idea for your prospective gig than 99% of posts for launched companies.