This school is known for its generosity in offering full-scholarship.
To apply this school, you'd better to stress your wide exposure and interest that goes beyond one territory. Generalist, in short, is the type of talent adored and cast by this school.
Curiously speaking, LZ, by asking publicly the cultural traits of this school, aren't you afraid other candicates will reiterate the same thing as what you plan to convince to the adcom?