I was asked "Why Atlas?" and I went through a list of other companies and why Atlas would be a better place to be - they had to ask me to stop talking and they said I clearly did my homework about Atlas. I can't remember if Aaron at Emerald Coast mentions this is his interview prep (highly recommended) but knowing what you are talking about definitely helps in an interview.

CaptV is spot on as well - ask an educated question(s) at the end. With all of the applicants, they are expecting you to be sharp and not just "qualified."