Agreed. The most important thing is that the essays are authentic and, when read together (for schools with multiple essays) they give a holistic picture of the writer that is consistent and compelling. Too many students write an essay, set it aside and write another, without ample consideration of how the content of each interacts to demonstrate consistency rather than trying to drive home different points that the writer thinks the AO will be interested in seeing displayed. Another mistake is applying to many different schools and retooling the essays to "fit" each college profile rather than addressing each school separately. Your common app essay will likely be the same for each but, for example, the "Why us" essay that is retooled from school to school becomes old fast. Running the essays past people who know the student such as guidance counselor, favorite English teacher, parents etc. is better for maintaining an authentic voice.