Can confirm - am a wanker and I did this.
Just kidding (about the doing it part).
The reason it doesn't really work is that unless you have some real, genuine connection to something like a niche researcher who works there (and your personal statement / other parts of your application probably already mention this), you're left with just pulling things off their website and pretending they fit into your life / interests.
I think PDs mostly know that people choose programs based largely on location and reputation, and I can't imagine they actually believe that someone is going to really choose their program solely because of the "super unique" way they do continuity clinic or something (or whatever they advertise on their residency website)
