I've believed for a while that My Yahoo! was a powerful model for personalization. To varying degrees the other major portals/search engines are now pursuing a similar strategy. Google recently added more feeds to its personalized home page. Here's MSN's Start.com
Here's the laundry list of current and to-be-added features.
Even though only a fraction of the U.S. population understands what "RSS" is, it will be a widely used and very important tool in the near future, both for consumers and for marketers.
AOL is building an impressive new set of features and capabilities and this is just one more nice (and important) upgrade.
Chris Sherman's Search Engine Watch overview
AOL's press release
Wired News article on AOL generally