One thing that's fascinating me is how they're letting this update deploy virally, by itself.
You sign up for the new profile and your friends are going to see you did. If several of your friends do it, you're going to see that a number of them did. This is bound to be at least somewhat convincing, given that you trust your friends more than the faceless evil of Facebook Corp, and therefore it might be worth doing, and your curiosity will be piqued.
Given Facebook's history with negative feedback around new features, this seems to me like the most brilliant part of the entire new profile - and it's very subtle, too.