It was a example of how they plan to honor normal gamers. Right now you can enter their facebook thingy below and have them chant your name and picture. If your name is something stupid and weird like Sefasomething they'll just say "To You."
https://www.facebook.com/PlayStation?sk=app_256946544349323(Yes it's a Facebook thing, also need pop-ups allowed to work)
First: Watch the vids.
http://www.youtube.com/watch?v=gXWbt5HLDZ8Its a Facebook portal thing where KB continually rattles off quirky and "pre-recorded snarky comments", you can upload a of photo of you, you can see the "Michael" commercial with your own name being cheered and the photo you uploaded.
Also, KB will be somehow picking one person per day it seems like for most of November. No prizes or anything, just for kicks I guess.
There's also a KB's excuses for Everyday Uses generator. That's about it I guess. I have to admit, hearing the commercial with my own name and picture was fun.