- What do you know about the company already?
- What is it that excites you about this role?
When discussing previous projects, after covering the technical side, I will ask specific questions about how their work impacted the bottom line or what difference it made to the business as a whole; not necessarily looking for something financially quantifiable but for something that indicates they understand how dev fits into the bigger picture.
For graduates, I will actually take an interest in their extracurriculars and side projects, these can reveal a lot about whether they have any commercial nous as well as technical chops.
I will generally come up with some hypothetical on-the-job situation where there may be some perceived conflict between business needs and the ideal developer scenario, asking them to walk through how they might go about resolving the situation, how they would communicate, what questions they would ask and of whom, all the while looking for answers that suggest a leaning towards teamwork, collaborative problem-solving that encompasses more than just lines of code, and hopefully some kind of rudimentary understanding of what drives a business.
Also, I will generally look for the Spolsky dyad of "smart" and "gets things done" 
There is a good chance that after a couple of years they will be as passionate about the CRM market is you are but 99% of the companies out there are not Google or somewhere people lust to work at.
This is also a good meta-question. Even after I write to a candidate to say that they will be asked this, you'd be surprised how many are unprepared. I remember one guy who told me, when I asked him, that he's interviewing at so many places that it's unreasonable to expect him to know any specifics about this company. I wondered if he thought it reasonable, given how many people I was interviewing, that I try to know anything specific about him. Unsurprisingly, that answer is the only thing I remember about him.
Lets face it though, it is not that hard to jot down some notes for each company that you can review in a couple minutes in the car before the interview.
And while it's easy to jot down notes and review them (which is what I, as an interviewer had to do), the fact that some people didn't even do that despite being told in advance that they should, told me something about them. I didn't ask them for a take-home exercise or anything too time-consuming, just to know what it is that we're doing.
Would have an answer about what makes you unusual and distinctive compared to tens of other possible employers?
The goal is to know if the candidate knows what we're doing and is interested in the subject. And remember, we're talking about a high skill, high pay job.