Twice in my career I've had recruiters call out my cover letter

Granted, one admitted "usually they're cookie cutter and I don't read them" before praising mine... but I like writing real cover letters because it's a second chance to consider why/how badly I want to work somewhere

I craft them to the company/problem space, call out specific areas of interest. And sometimes halfway in I realize I don't care what they do enough to continue writing, so I save everyone involved's time