Why do companies force candidates into the difficult position of having to make up bull$h*t if they want a job? I wonder what they would do if you told them the truth:
"Well actually Mr Interviewer, I think Deloitte is pretty much the same as its competitors. Sure there are a few differences, but nothing too significant which I care about. As it happens, I have actually applied to join your competitors too, and I'm not really all that bothered which firm I join. In fact, I'd rather actually join one of your competitors, but since they might not accept me I thought I'd apply to you as well just in case. After all, all I really want from this is a good stable job that brings in a decent income and doesn't give me too much hassle."
But instead you end up with the usual "I've wanted to join your dynamic, progressive company which is the pinnacle of excellence in the sectors it serves ever since I was born. You as so different from everyone else that words cannot describe the unique way you add value and consistently exceed expectations in such a dramatic way. Your people are the best I've ever met, they are more diverse and superior to the people employed by any other firm on the planet" etc.