Our endo program just finished interviewing applicants for this round, I was one of the faculty on the admissions committee. For me and some other members of the committee, we actually appreciated the effort it took if an applicant had tailored their personal statement towards our school- for example addressing it to the program director, or highlighting some of the reasons why they would like our program. However there is a line between tailoring it for each program and laying it on thick and claiming to each school, they are your top choice.