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You have the answer already. Because it's MBB. Just dig deeper into that. What do you mean when you say because it's MBB. What separates them from the rest, other than stuff like compensation obviously. That's your answer.
McKinsey isn't going to ask you why them over BCG. Just talk about what makes McKinsey (or whoever else) great and you'll be fine.
I agree, all answers are BS, but people seem to like hearing it - be it MBB interviewers, clients or ‘exit interviewers’
if you can't prep a believable answer far in advance, how will you be able to do it on the fly under pressure with a client?
That's a silly comparison. OP is trying to find a genuine answer beyond what we all usually say.
A genuine answer isn't always what the interviewer or client would want to hear.
Just make the interviewer feel good about his/her job. “I think you are the greatest”.
Look at the firm's career site and they'll probably have an entire page dedicated to why you should want to work for them or aspects they consider to be their differentiators. Just be ready to paraphrase a few of those in your interview.