I did the £15 multi choice option and i personally i think it pays off especially if you generally have a few Unis you're considering and are lazy, you can always contact your first choice directly as well, won't hurt. I wouldn't worry about that section of the form too much. Like others say, sell yourself and put down things of relevance but don't lose sleep over it. As long as the rest is in order, points wise etc. Been a few years since i did mine.

Good luck.