DON'T play into their hands here. This one is loaded with the presupposition that you want them. As with meeting for the first time girls, don't give the game away too early.

"While I liked what I read on your web site and in the job spec, I'm not yet convinced that this job is right for me. would you mind telling me why you like working for this company?"

After they've sold the company to you, you're on a more even playing field, and can go into specifics about what you like about the industry, company and position.