Customizable characters is always a fun thing :P, paired with the in-game? advertisements, the ability to see movie trailers or sports highlights and such in a "simulated world" next to other people and such is pretty badass. It's got a lot of potential for people willing to use it :)
I think it's a process that could be completely ignored, and definitely NOT a system seller, but I do see why it would be nice to have :P
From 0 to KICKASS in .stupid seconds.