Because the questions were canned, sometimes they made no sense in the context of the job. "how have you worked with consumer insight before, and how has having their imput changed what you were doing - give examples". Well, I was working for consumers and they were paying me so every day I was making those changes minute by minutes as dictated by the consumers, so that was my reality every minute and as such is hard to describe in the "epic moment" they seemed to be expecting. they could not understand this, as they are very sheltered from the very consumers they are trying to please. They don't understand small business. If you come from there be aware that these long-timers are far removed from who they want to please and are sort of behind on current practices. the interviewers who were not long-timers deviated from the canned script and I think it was more effective in teasing out why I could be a better candidate than someone else. That canned script was pretty crappy and a few of the interviewers saw that in the first few minutes while others "toed the company line" and got my stock answer because they asked the stock question. That was a waste of both of our times.