A good idea and it illustrates the growing trend of proxy-services. That is, traditional services are so inflexible or inconvenient that the best way to deal with them is to decouple them from the individual and insert a proxy that buffers the service.

I've noticed this with banking too, people decoupling the payment mechanisms ( card accounts, direct debits etc ) from their main accounts.

Edit: I wonder what non-IT people make of such patterns.