[sunburnt]

This looks similar to Dynamic DNS service from DynDNS.com. This is useful if you would like to have a domain name for your home network, for example, but don't want to purchase a domain name and have to update the IP address whenever the ISP changes it.

The downside I see here is that some (many?) home routers support DynDNS service to automatically update your IP address with DynDNS whenever it changes. I don't know whether home routers can be configured to do the same with IPQuick service.