Actually, for the “why college X” essay it’s even better if the student can talk about what she can contribute or bring to the college-- along with the detail of what that college offers. For example-- in another thread, the OP mentioned her daughter was interested in theater and science. So talking about the opportunities that college offers for theater participation and undergraduate research – with specifics – can be a way to telegraph to the school both that the student is seriously interested, and that the ways in which the student will contribute if she is accepted.