Some colleges are starting to do this, at least with the common app personal statement (of course some never looked at essays, like CSUs.) Northwestern does not require the common app essay and in AO sessions they’ve said they don’t weigh it much, if at all, if you send it in (which is a little different than what their website says.) Northwestern does read and place weight on their specific essay questions.
There are other colleges (selective to highly selective) I know where the personal essay is similarly not important, but for their own unique reasons these schools have chosen to not publicize that (which I know is less than helpful.)