Chrome and cupcake profiles?

[UnworthyBean]

Edit: Answered my own question, They are just similar to user accounts, But who doesn't use them now?

Loaded up Chrome this morning and it now has a cupcake for an icon and now allows me to choose between profiles?

Anyone know what the point of these profiles are?

Version 14.0.825.0 Dev channel. Will update photies if needed.