Essentially, this makes Google one part universal log-in, one part password manager, that can do the same for both websites and newly-downloaded Android apps. The aim of the exercise is to provide a seamless experience, and in another example, if you've browsed Orbitz on your phone, those same searches will instantly be available to you should you switch to the desktop (on Chrome, at least). Oh, and if neither of those names are exciting to you, just wait until Linkedin joins the party, which is expected to happen in the very near future.