Agreed 100%. Enthusiasm and specific interest are key discussion points. In my case though I discussed these things in my email changes with POI. The ECE department at McGill doesn't require an SOP. In fact you can't upload one. You can only fill in a form where each box asks you to discuss achievements, experiences, etc. It was all about the stats and numbers. I had to find a way to get my plans and vision across so I decided to find a POI after two weeks of submitting my application. I shot an email and the rest is history.