As some dude from Baltimore who has just picked up a second gig there. It seemed to me that these are normal questions asked of you in most interviews. In my daytime position at the first gig I have interviewed technicians and have asked similar questions of them. It's not about culture fit. It's about finding their answer to basic customer service questions. It would make sense that a customer obsessed company would be focused on a set principals they have found success in.
Speaking of the research, the recruiters email you the principals and specifically mention to you to review them and to consider them during the interview process. They even send you a document about the STAR method of interviewing to help you have a smoother interview. To me as a guy from Baltimore who doesn't know anything half the people here do. I don't think the interview process could have been smoother.