How important are pre-application written questions such as "Why this firm"?

Hey, so it seems pretty much every application this year requires between 1-5 'business specific questions' before submitting application, e.g. why x firm or whats an achievement youre proud of, etc. I have 3 questions on these (this is for London internships):

For Why this firm? What is a sufficient answer? Let's say you dont have the network so haven't spoken to any employees so you can't crutch that, what are the best things to highlight about a firm that will pass this question? Is there a standard checklist at all?

Generally, how important are these pre-submission questions? It's very daunting how many questions there are this year for every bank. It takes way more time than tests imo.

For anyone involved with recruitment, how and when are these used?

Cheers

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