There's a cultural factor here too. Most American students are primed right from their high school days to understand what is expected out of a really subjective application process. The numbers are one component. And when you take conservative cultures where even the slightest "I" sentences are seen as signs of arrogance, we find a lot of people replacing the "I"s in the essays with "We"s and it just takes away your portion of the role. I have changed how I approach these things from when I was applying to college to now (which isn't too far off, but still).
I think that it is okay to mildly use action words and such (the same deal with the resume right? You'd want to say that you controlled the finances rather than say you helped control finances and things like that). Emphasis and mild embellishment is okay, to a reasonable extent and almost expected, I guess. But as Dee points out in her blog, they don't like people who make it seem like they are the only wheels making the organization run because in most cases that's not true.