It can often feel like that. Sometimes it comes down to small bits of feedback and also down to motivations - you can perform well, but if the firm doesn’t think they are quite right for you and what you want, it doesn’t matter how well you did.
I encourage people to try and get specifics in feedback calls though - asking questions like “what could I have done differently?”, and “where did I need to improve?” And politely pushing them for specifics can be helpful in getting under the surface layer of feedback.