Sometimes, you can really like a company for a variety of things: culture, product, not to mention pay.But most of the time, when you are actively job hunting, chances are that you haven't heard of the company you are applying to. I don't think that most engineers are attached to a particular profile (maybe that changes at senior levels?). In those cases, what do you answer? And how do you come up with that answer? I am not talking about generic silicon valley answers like "making the world a better place", but actual targeted answers.