I don't know about this case but in a lot of companies I've seen the whole "we want someone who is passionate about the role and the industry" is a load of codswallop they put in their public statements. I know of several people who've fallen into positions on the basis of other criteria when others who would really love such a role have been rejected.
Not saying that will be the case here but I've seen it in a plethora of cases before although there are a lot of stages to this process to hopefully prevent that.
The online question things though can totally be gamed by people who are familiar with it and can flop for those who aren't into the whole application jargon thing.