Without knowing what someone looks like you open lines of communication and get to know a person on an intellectual level. One you may not have reached had you known what they looked like. Granted this is a rather poor reflection on humanity but we all make subconscious judgements based on first appearances and what we find interesting, appealing or useful to us.
Judgements are passed based on social stereotypes, the shape of ones face, the placement of their eyes, the height of their foreheads, etc. These criteria are ingrained in our subconscious and have little to do with being superficial.
There are a good many people that I have developed friendships with who may not have spoken with me had they known what I looked like right off the bat. And vise versa. Based solely on preconceptions and an inborn standard meant to aid in the choosing of ones mate and/or allies.
In all actuality, where anonymity allowed for a whole new level of community and communication void of bias on a physical level, all we accomplish by "Facing" our avatars is re-introducing what the internet allowed us to avoid.