By making the email address automatic on each printer and enlisting a network of partners, HP is taking the product from a niche feature to a standard aspect of behavior, and encouraging print through the creativity of others.
Le Web will even feature a speech from McKinsey partner Eric Hazan on how "faster than realtime" is shifting the behavior of consumption across the internet.
Needless to say, I lost the argument about the default behavior (what got assigned to Cmd-Z for out of the box installation) with the introduction of History feature.