It appears as though Dotster has launched a new service called PimpedEmail which they hope will attract, I suspect, young users to their site to purchase domains. They've created a special search tool that a younger audience can use to create funny domain aliases (hell, even I thought it was kinda cool...), and they're essentially branding a domain as the means to customize one's online identity.
Save the obnoxious video (which I suppose may be a bit more interesting to youngsters), I think this is a pretty remarkable move by Dotster. Who else is marketing domains or other online services to youth? Also, if you read the FAQ, it looks like they've redesigned their control panel for this product so that users of all ages will be able to set up and manage their domains.
From where I stand, Dotster is looking more and more like a force to be reckoned with.
I don't work for Dotster, but I am Dotster reseller. Naturally I see more of what they do than other registrars, and I happened to think this article was interesting. If I got Google alerts for GoDaddy I'd probably post about their press releases too.