Because sticking a bunch of people into a windowless room and telling them to be creative is going to be about as effective as sticking a gun to their heads and commanding that they write a guaranteed hit song.
I've had employment counselors who've essentially told me to look sharp every time I leave the house, as I never know if I'll be seeing a potential employer. Evidently this includes grocery shopping and running 5K races. Silliness). But you aren't. You want me to apply and not get frustrated while doing so? Then fix your damned site.