Perhaps you wish to comment on a blog post. Rather than going through the tedious process of "signing up" to identify yourself on the website uniquely, you can log in using your AVATAR (the one you choose to use). You will have instant access and a unique and secure identity on that system where no one can impersonate you. You log in again using the same AVATAR whenever you revisit the site. No account, no usernames, no passwords, Nothing to remember or forget, NO HASSLE!