Only works if there's a carrot. Netflix does this too, and we always use it because (1) it always asks you up front and (2) if we use the wrong user we'll destroy our recommendations.

Not sure what you mean, the benefits of separate browser profiles are huge and obvious - separate tracking for logins, sessions, etc. Before profiles came along my wife and I just used different browsers - otherwise we'd have spent all our time logging out of and back into facebook and twitter and so on. Profiles fixes that.

You can even make desktop shortcuts to launch Chrome with a given profile, so in practice it's like having two different apps. I guess you could launch one instance and swap users but we don't bother.

And if I have to see another frame of Jake and the Neverland Pirates there is a very real risk of a self inflicted injury. Their multiple accounts thing is great.