I would ask how the things that make me stand out fit within the school. For example, if you're a non-traditional student, how easily would you fit in. Or, if you play piano, what kind of extracurricular activities, like performance groups or concerts, are there to get involved. If you are interested in diabetes, what kind of research is going on at the school, and how could you participate in it.
The advantages are that, one, you get answers that you actually care about. Two, it brings it back on what makes you stand out, thereby reinforcing your image to the interviewer, and potentially talking further about your strong points. Three, it really does make it seem that you're interviewing them, as much as they are interviewing you, which gives off a better impression.
I agree that questions which are easily answered from the bulletin/Web site, such as curriculum format, isn't the most productive.