I didn't see any cult like exuberance. I used to hire and the "cover letter" criteria I had was basically looking for some hint they were deliberately applying for this job because it interested them. That's what I get from the OP. It's not about looking for someone who's pretending they've found their life's passion. It's about preferring people who (hopefully honestly) indicate this would be something they'd want to do because of some fit between them and the job. That's not a burdensome, not cultish requirement.

As an aside, I saw a cool job not long ago where they wanted your application email to have the subject line "$demonym reporting for duty", where $demonym is the cutesy name, like metamate that employees were supposed to call themselves. That is cultish, and puts me off applying way more than being asked for an sentence on why I'm a fit for the job.