Pretty much as soon as the new facebook profile became available Alexandre Oudin made a very personal profile, and then the web exploded in how to do it blog postings. Evil co-workers used their new skills to make human centipedes on colleagues facebook profiles. Har har!
Now advertisers are playing catch-up, and Schweppes offers the "profile app" for those too lazy to photoshop and who just want fancy buttons to push, opening up for many more super-egofied profile pages to come. Since ego drives viral, it'll probably be a hit. Prediction: it'll be really unimpressive by next Monday.