Action Media interview questions

My purpose of this post is only to wonder what is "treat people like gold". Several days ago, I applied for a position. Later, I received an email that asked me to fill in a pre-screening questionnaire. I sent it right back. Then no news. Today I saw the location of that job has been changed to another. During this time, I didn’t get any feedback if they well received my questionnaire or I was not selected for the interview... . At the very beginning, I felt quite touched by reading “Our core value is to treat people like gold. … we believe in treating people the way they deserve to be treated: like gold.”. However, I can’t feel it at all. Compared with the time that usually a job seeker spent on knowing the company and the job before applying, filled in the questionnaire, etc., it only costs less than ONE minute for recruiters to give any feedback.