The real task is to figure out what you're really like after the interview facade goes down, and being able to envision you as part of the team.
It's a reason there's so much thought and discussion these days on ways to effectively anonymize people during job searches and interviews, I think. An interviewer / hiring manager needs to be very aware of their own feelings and mindset when making a decision to ensure the "seeing you" part of the decision process is done consciously and purposefully.