But you don't customize the job post to each applicant, right? So "the same" would be a developer spending a few hours writing a cover letter and resume that are sent to a bunch of potential employers without customization.
Also I don't think one has to spend a few hours to customize the resume. Make one for each industry you are considering and spend 5-10 minutes tweaking it for the employers you really care about.
Even at Microsoft this was often the case - of course there was a generic template, but you would put specifics to the role.