I took a job at Scribd at least in part because their lead recruiter, Jack, was the only one of six recruiters / companies to whom I spoke who could be bothered to read my individualized cover letter before speaking to me on the phone. I put in 2-3 hours of research per company before applying, and my cover letters were written for the firm and position. Most people couldn't be arsed to read 3-5 paragraphs.
