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What's the credited response when a firm that just "aint that special" for any particular reason.
Do you "squeeze out" a response from "something" from their website?

Yes -- you should have an answer to this question for absolutely every firm you interview with.
Not having one puts you in the position of "ain't that special" to your interviewer.

Being able to answer this question is a means of selling yourself. If you can't come up with something either you haven't done your homework, or you just aren't a good fit with the firm. Either way, it reflects poorly on you.

I always answer in 2 parts - (1) personal experience with firm, either from knowing friends or classmates that worked there, or the attorneys that you've met at the firm's reception, etc. Say that you talked to those ppl and they loved it. (2) In addition to hearing personal experiences, you like actual components of the firm that you feel others don't offer - find out about programs for summer associates, associates, diversity initiatives, etc. If it's a CB interview, great to feed off of earlier ones - something like I liked your firm for X reason, and talking to the other attorneys so far has seemed to confirm that.

When a "law firm" is not "that special," you should be "honest" with them. You should "tell them" that they are "boring," or at least no better than "other firms."