It's all very well marketing to the 'casual' demographic, but as people have already said here, the whole Windows gaming system, including GFWL, is completely broken. Unless they're planning a complete overhaul, there's so much in that video that has either already been done better, or simply wouldn't work - if they want to feature more integrated social networking, then they can't depend on Facebook because that'd conflict with their own Windows Live, which is shit. Even if they did decide to integrate either people's Facebook accounts or an improve WL, their gaming system, with all its weird disjointed nonsensical bollocks, won't appeal to those 'casual' gamers out there anyway.
So what we've got here is either something to be excited about, because Microsoft has gone bonkers and is going to overhaul their entire gaming and interactive network, or (more likely) they're trying to dress their existing system up in matt colours and smiley faces to tug on the heartstrings of morons, which is nothing if not a little sad.