Assume that every singlemotherfucking breathing human you find in your life wants or at least likes to feel special, and that any company that asks you that question wants you to massage their ego a little bit.
Don't think much about it, just believe what I am telling you. It is going to save you a lot of grief.
Dale Carnegie floating around this thread a lot.
Remembering (and using!) someone's name is a magic spell, too.
That question may be a little bit praise seeking (especially in other contexts), but it's also a way to ask if you did any research on the company, or do you just spray and pray.
If you took time to do a little research and validate that you fit more than 'i need a pay check and you have paychecks' that's valuable for the company. Your judgement may be poor, but you self screened, so that's an extra screening.