Trustworthiness.  It is true.  I have sat through many interviews where I simply did not trust, or believe, what the candidate was telling me.  The Harvard Business Review tip of the day quickly dissects this point.

The most important thing to get across in an interview is not that you are smart and motivated – it’s that you are trustworthy. Trustworthiness is the fundamental trait that people automatically look for in others. To be seen as trustworthy, you need to demonstrate warmth and competence. Warmth signals that you have good intentions, and competence signals that you can act on those good intentions. If you follow the usual interview advice and only focus on highlighting your competence, the interviewer may end up a bit wary of you. One way to project warmth and competence is by asking your interviewer questions. For example, you might show interest by asking, “So how did you come to be [current role] at [company]?” or “What are you currently working on?” The answers might reveal similarities in your background, experience, or goals, and help you connect.