Once or twice a year, I'm open to having language partners. I receive quite a few messages asking for English practice, and while technically I'm open to having a conversation with almost anyone, I'm much more likely to pay attention to a message that shows the person has looked at my profile or simply has a few interesting questions to start the conversation. For example, one Ukrainian woman commented on something I said in Russian in a video, another guy asked me if I was a fan of classics because I mention a classic work in my profile. I'm more likely to reply to these people because they took time to read, and to ask them questions about themselves.
Sometimes I may reply to someone who doesn't send as detailed a message, but because I get many "Hey, let's practice English" or "Hi, are you looking for help with Russian?", during a busy day, I might just forget to reply, and a few days later, it seems a little late.
So, yeah, I care about the profile. I don't see how language exchange can work if you don't know something about the person you're speaking to and have some common interest or there's something you like about them.