The player can buy Kal Geons from us. Come Cataclysm it will feature a 5 player dungeon occupied by the Twilight's Hammer cult. The cult, which dates back to Silithus and the release of Ahn'Qiraj, appears to serve the Old Gods.

Why do I care? As I explain in Chapter 1 of The Guild Leader's Handbook, it's important to define your guild, to give your guild an identity that sets your organization apart from others on the server.

Doing so provides a number of benefits, not the least of which is more effective, targeted recruiting. Of course, there will always be guilds who want to be all things to all people, but it's vastly easier to run a guild with a focused purpose and a strong idea of the types of players who would want to join.

For that reason, talents could have been a huge win for officers, but now it looks like we won't get this functionality in WoW. (I should mention that the new recruiting feature in the UI may allow you to choose from one of several labels that describe your guild, which is a small step in the right direction.)