I'll put my two cents in on this one.
You're applying to specific programs, not to a field in general. In my feedback and discussions with different programs, your fit in the program becomes the most important aspect once you clear cuts for GRE and GPA, etc.
When "tailoring" the SOP, you need to explain why you are a good fit for THAT program, not just any program. Discuss why you would benefit from being in that program, and how you will contribute to them. Mention specific research centers or programs at the school that interest you. I didn't mention specific faculty (I was advised this can be risky for various reasons), but I did mention specific areas that faculty worked in.
You may be "good enough" for a certain program, but if you don't fit (and if you don't tell them how/why you fit) then you won't get it.