After getting indirectly attacked in December Gizmodo has declared Feb 1st as change your password day today, a day to scratch our heads and rattle out new, complicated passwords for all of our online accounts. Which is a great idea. So tomorrow while we’re trying to remember our shiny new passwords we’ll be wondering why we bothered to change them in the first place.

This is, you guessed it, a timeline. It snaps your Facebook posts to a timeline that extends to the bottom of the page, with quick access in the upper right-hand corner, just beneath the menu bar. While we can all foresee the mumbling and grumbling about the new changes, we should also think about the uses for this. It’s a great way to turn yourself into a brand, which is getting more and more popular now. It’s also a wonderful way for businesses to lose some of the anonymity and focus on putting themselves in the public’s field of vision as a more personable resource. For some companies, this means constant updates and actual conversations with customers in a forum that isn’t always completely public; private messages can now be sent between company and customer without the hassle of trying to find that elusive contact information on the company website. It also means that companies will be on Facebook a lot more, which can be a little creepy if used incorrectly.