I'm sure many of you have heard about Rupture.com, it allows for WoW players across the globe to create profiles and search for other players along with real life pics of themself sidebyside their WoW Characters, quite an interesting concept, that has potential, seems to be taking off, its a shame blizzard didnt come up with something like this to implement with Armory, interesting idea nontheless!
It works by using the game addon(s) to generate a profile of your in game identities or characters, this information is then put on your rupture page and you can share it with friends etc. You can also invite others to join it after the addon has been installed.
Welcome to Rupture
Rupture connects you with the real people you play with online. You can automatically publish your character and guild profiles to the web, share pictures, chat with friends and recruit new people to play with.
You can also go into chats, and customize your profile with info about yourself etc, quite nice for players to get to know one another if you are into that sort of thing. Knowing blizz, they will probably adopt this idea later on, or something similar
If you havent checked it out already, then I recommend giving it a look.