The question that separates candidates who have researched the firm from those who have researched the industry. Generic praise is heard as a lack of interest.
Pick a real firm you would apply to. Write your answer in 150-250 words, naming something specific about that firm that would not be true of its closest competitor.
100 points, 60% to pass.
Prestige, culture and 'people' are said by everyone and distinguish nothing. A strong answer names something checkable — a practice area, a client sector, a way of staffing, a recent piece of work — and connects it to the candidate's own interest. The test is whether the answer would still make sense if the competitor's name were swapped in; if it would, it has failed.