I applied to HackerOne to do the exact same job I'd already been doing for a year.
They rejected me with the feedback "we asked you why you wanted to work for us, and you didn't seem enthusiastic about the company". (My answer to "why did you apply?" was "it's a good match to the work I was already doing".)
I spend a fare amount of time on this question and it does get annoying it's usually some version of the following.
Hiring Manager : "Why this company."
Me: "Carefully choreographed pile of horse shit that is rehearsed to sound genuine / personal, but doesn't over share or reveal accidental character flaws."
My brain: I get it company you do "things" and along the way someone pays you money for them or it or w.e. Why should anyone be over the moon about this. I'm here because I think I can do what ever vague role description you posted. Stop asking this question, it doesn't reveal anything because we are all lying.
If you look for people who are really enthusiastic about your company, it's double edged - you'll lose them when they become disillusioned. And faith in a for-profit company is so fragile - any scandal or perceived shortcoming can lead to everybody good abandoning ship.
Job hunting in general is terrible.