And in the end it really, just like the "dead or alive" fluff comment, just leaves it open to a GM to interpret however they want to interpret it for their own game. If they like the idea of the PCs passing up a traditional Shadowrun and, instead, trying to gear up in order to track and hunt down and take out a Blood Mage or Toxic Shaman in order to get big money, he can let them. If he prefers a more traditional "someone offers you a job, you do it, and you get a cut of the profits," he can do it that way, too, only offering the bounty on certain guys.
It's pretty much a win/win for the GM, and leaves it up to him to set the tone for his game table and still stay within the canon.