Can anybody explain to me the point of SOEmote?

So SOE developed a new technology called SOEmote. It captures your facial expression via your webcam, and transposes it onto the face of your Everquest II character. A technological miracle! But what exactly is the point of that? I don't know how at what zoom level you tend to play your MMORPGs, but I have never ever played so far zoomed in that I could actually see facial expressions of avatars. In fact my guild in World of Warcraft had instructions on our website explaining how you could get

World of Warkraft...