Multi-Profile baked into Google Chrome (Dev Update Channel)

I have long been a fan of separate profiles for separate concerns. All my devfuel.com posts and management, for example, have been managed on a single profile. To accomplish this in the past, I have (in the past) made use of the command line option (--user-data-dir):

• Make a short-cut for each profile and set the --user-data-dir flag to a different folder for each
• Run chrome via the shortcut and then browse normally, but only as a particular profile
• Use chrome themes to visually distinguish between profile instances

This has worked fairly well, so far, but it is a bit geeky for most users. However, this morning when I logged on, the latest chrome version had improved on its multi-profile support. It now looks like this (as of 14.0.835.8):

There is also further management for changing the profile name and icon available in the settings:

Please note that this has, of course, not hit the stable update channels (and probably won't for some time). To see it, you have to switch to (for me) the dev update channel. This feature will probably evolve further in its look and feel, too. (I have seen several versions of it so far). Regardless, the functionality is fabulously useful. I can't wait to see/use the finished product.