I think the alleged appeal of a job listed as being "for rockstars" is a certain amount of automatic respect once you get there. No one wants to go and be some day trader's or insurance adjuster's software lackey, so the idea of being the 'star' of the company is very appealing.
The problem is that this is inherently completely bullshit. Most companies are driven by sales of a service or non-software product, which makes you less important than the people directly responsible for making and selling the product. Even if you're a developer centric company, there are so many 'stars' that there are none, so it's more like being part of the choir that accompanies a rock band (every 10 years or so, when that's cool again). It's pretty nice, but you're certainly going to be held accountable for destroying your hotel room.
In my opinion, the only things that can be appealing about a job listing are technologies used (if they're telling the truth and not just spitting out buzzwords) and location.
On the flip side, if you want me to think your culture is cool and fun (as the 'rockstar' listing aims to do), you have to make sure that every person I meet from your company (or a vast majority) are cool and fun. Otherwise, no amount of buzzwords is going to attract me to your position.