Ask HN: How to answer questions like "why do you want to work at your company?"

I see lots of companies asking questions along the lines of "why do you want to work at our company?". Should I answer anything else besides "I'm looking for a job and this position matches my skills"? But isn't that an obvious answer that applies to every candidate? Or is there something else I'm missing? And why companies even ask these kinds of questions if the answer is so obvious?

If you're hiring, why do you ask that question and what do you expect to see as an answer?

If you're an applicant, what do you usually answer?