You mentioned that you changed the last paragraph on each personal statement to reflect something unique to the school. How did that work out for you? After reading a number of books where admissions officers said they like to see applicants showing interest in their school, I was thinking about doing the same thing.
Well, I think it worked out relatively well. I applied to 14 schools and got into 3, but I'd say 9 of those 11 that rejected me were real reach schools. I had the money and wanted to try my luck at getting into a reach, so I applied to a lot!
I wouldn't recommend it though, that didn't turn out so well!
As for addressing each school in my PS, you have to be careful when you do this. Proofread every single one before you send it out and only work on one application at a time. I wrote the original draft of my PS and then got together all the apps and did them one by one. I applied to 2 schools in my home state, so in that last paragraph I talked about my connections here and my desire to stay here and how the school could help me with these goals, etc. I applied to 4 schools in FL, where I have lots of family, so I talked about why I wanted to be near family, etc. As for the other places I applied, they were mostly in CA and further away from me, so I had to talk about why I wanted to move away from my home. If the school had a specific program that interested me I mentioned that because the school likes to see that you've researched it and are really interested.
I think if you send a PS that doesn't mention the school name at all the school probably thinks you sent the exact same one to EVERYONE you applied to. This shows no real interest in THEIR school and I just didn't think that looked good. I've also seen personal statements that only mention the school by name, but don't anymore about it. This makes it look like all you did was go in and change the name of the school for each personal statement. Even though I only did a paragraph for each one, I still made that paragraph the last thing the adcomm read (by making it the last paragraph) and I gave specific reasons for applying to that school. I can't see how this could ever hurt, it shows interest and research.
If you get your PS ready and want some input, feel free to email it to me.
I'd love to help!