Facebook saw its users register personalized web addresses at a rate of more than 550 names per second after the company opened up vanity URL registration last week.

Within 15 minutes of public launch Saturday morning (12:01 AM EST), 500,000 Facebook users already grabbed their Facebook vanity URL. After an hour, more than 1 million personalized Web addresses were chosen - the number now tops more than 6 million.

Although there is still a bit of confusion as to why Facebook decided to enable this ability, it was done to make it easier for users to distribute their Facebook profiles to other users. Furthermore, it will also be easier to find Facebook profiles through search engines with the use of vanity names.