I usually look for some measure of professionalism. There is nothing wrong with being passionate about your work but talk of ninjas and rockstars stinks of arrogance and is always offputting. Things like this are much more attractive, personally:

Rethinkdb: "While everyone at RethinkDB has the determination to move heaven and earth to succeed, we prefer to get stuff done quickly and go home to our families, instead of living our lives in the office."

Jane St: "We put aside ego, politics, and appearance to focus on truth. We try to admit when we are wrong, talk about our mistakes, and challenge our previous conclusions."

Basho: "If you are smarter than everyone else, the absolute smartest person you know -- as in you win every argument because you are so smart and no problem cannot be solved by a quick application of your smarts -- please do not apply. We are human and will disappoint you."