I normally for public companies read the annual report and accounts.
There are many reasons for candidates to be excited to work for a company:
- friends
- great team fit
- technological challenges or preferences
- work-life balance
- location
These and others contribute to an employee doing his job with passion. (note: money is not one of them. there is a study that showed that above a certain level for a person, no amount of extra remuneration will result in an increase in productivity)
And I imagine this is the case even for pinnacles of vision like SpaceX. I imagine employees at SpeceX do not care about the future of SpaceX , they care about putting man on mars, making space available cheaply, pushing the boundaries of human exploration and of technological capabilities, Musks vision and enthusiasm. But not SpaceX as a company.
People should really stop expecting companies to have emotions. Companies do not care about people so people should not care about companies either. People care about other people and society at large.
Not so much hard, more that it sounds like a complete waste of time and could be signaling to people that this is one more non-technical/HR interview they have to get through before getting to talk to people they'd be working with and who can fill them in on details specific to their prospective job or team. Whatever you're trying to figure out with that question, there's gotta be a better way to probe that, that doesn't make it look like you're wasting the available time.