I like working on interesting things with smart people.
Nobody asked me to do free work (i.e. a "project"). They were very respectful of my time and were good enough interviewers to simply ask the right questions.
I know them to be smart, creative people who balance caring about the business and its employees in a thoughtful way. When difficult decisions need to be made, they carry them out in a humane way instead of being needlessly callous & insensitive. Employees are always treated with respect & dignity.