Image Not Substance?!

The whole CV thing has got me thinking.

Why are we always so concerned with image? Why can't someone write about what they've done so that you can see what they are capable of?!

Why is it that people are more interested in your 'image' than in you as a person?

Surely in order to know whether someone is suitable for a role, you need to know what they've done and experienced, what skills they bring to the table?

Doesn't our experience shape us, or is it all just 'spin' we should be thinking about?

I'm a bit fed up as you can tell.

I have NO idea where to start.