The theory is that for every job application you tailor your resume and your cover letter to the needs of the job. You find your more appropriate skills and achievements and bring them to the fore, hoping to make the task easier for the person recruiting.
In some instances, the recruiter asks for other questions to be answered.
What do you most value about our brand?
How do your values align with ours?
How would you contribute to our organization?
So, it takes a little time to feel like you’ve got it right. What peeves me is that after all that effort, the rejection email I get starts off with “Dear Applicant”. If the etiquette is to be respectful of the advertiser, shouldn’t the same principles apply to them?