Yes, of course. I am of your opinion, this represents a lot of energy spent for not much a priori. However, it is an idea that is probably exploitable, because it can still create profiles with completely different fields. for example, In my field of meeting, I would like to welcome handicapped people. Actually it is difficult to mix both, because you can not ask a blind person what his favorite movie is. Delicate.
There are often badly exploited ideas, not often bad ideas I think.
So for now I'm perplex, but maybe in two years I'll say it was a good idea :-)