"Starting on Friday, June 12th, at 11:01pm in your time zone, you'll be able to choose a username for your Facebook account to easily direct friends, family, and coworkers to your profile. Check out the Facebook Blog for more information or send yourself an email with the details."
This has huge implications for SEO and Brands. For example instead of seeing a profile as facebook/as56sed it will now be able to show the profile as facebook/name. This is a quick and easy way to ensure that you can get a really high page ranking. This happens tonight!