Differentiating between firms?

[Naked Promise]

So, I'm starting to think about OCI this fall and the fun process of applying to firms. I have two questions:

1) How do you differentiate between firms? They all seem basically the same to me. The websites all say the same stuff. Is there anywhere to do research on a firm's personality? What are the reasons you have for wanting to work for specific firms?

2) As a follow-up, everyone always says to be able to say why you want to work for a firm in an interview. What have you said in interviews? What kind of answers sound like you're intelligent and what kind of answers sound stupid?

[botbot]

1) If you have access to attorneys in the same market as the firm - ask them.  By the time you are done with your interviews, you will have a pretty good feel for the real culture at each firm.  Unfortunately, SA spots are going to fill up super fast next year (like this year - lots of phone acceptances) - you will not have much time compare the firms.

2) Ego stroke + some corresponding talent = standard.  Focus on being genuine.