So, the Armory... Information on every character on every realm (above level 10) has been loaded into the website for all the world to see - (as soon as the world can get the site to load). You can see Character Profiles, Guild Profiles, Arena Team Profiles and Arena Ladders.
I won't really get into it, particularly since the forums were just a flame-fest, but I'll say this: WoW just got a little less Casual (again).
p.s. I can't take credit for the Snowclone title - this forum poster (#133) made me lol with it.