Eveybody's looking for that competitive edge over the competition. One way to set your site apart from other "generic" sites is to apply for (and be awarded) a variety of awards. These range from not-so-significant to very noteworthy, but all the awards - placed on your awards page - entitle you to bragging rights.
ADDED BENEFITS
Sure, you might think that these awards are rinkey-dink... not so. In fact they can be very powerful. When you receive an award from one of these award sites (whether seemingly important or not), they will often link from their site to yours as an award winning site.
Wait. There's more: As your site gets ranked in the search engines, your site's rank can be evaluated by link popularity. The more sites that link to your Web site, the more valuable it is percieved, and the higher ranking your site will receive. (I can see those wheels spinning, now...)