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The cover letter is usually only a page of A4 so actually covering those 3 things requires careful drafting. As for being generic sometimes it can be but the why law as a career can really only come from your experiences that led you to law and also why the firm too ro some extent. Unless there is some real niche area that you have a strong affinity with your why firm will be similar to other people's by its very nature of being what about them attracts people to want to work there.
