Wow big role izzit? Maybe he wants you to be really keen to the job even after explaining the job role to u, then only start the hiring process..   

haha. I'll 100% bypass a job where I can meet the CEO easier that meeting my pals. Why would a company need a 'CEO' to brief you about the work role? unless you are applying for a very senior manager role or deputy CEO ?

To me it's a positive hiring process, let you know your job expectation before any thing else. I like it whenever matters are made clear for me to consider and decide.

welll....time to start the the interview process then !