The joke is on us because now they can match our name, city, and state to our IP address.
I didn't use my own name....hehe
Exactly.
Then based on your IP they can track what Web sites you've been to so they can direct advertising your way (or worse).
This site does not ask to set cookies. Most people do not have the same IP address each time they log in. I would think this would be a rather poor way to get any usable personal information on anyone. All I know is that the first time I saw it was right here on FR when the same gag was pulled on me. Somewhere back in time there is a thread like this on FR...And it is not even in chat. I was going add Humor into the topic, but it is already done.
Google Research of thread title provide these links:
http://www.truthminers.com/truth/drivers_license.htm
http://www.snopes.com/humor/iftrue/license.htm
"Perhaps more amusing than this old joke (I had a circus clown take my "photograph" with a prop camera when I was six years old, and that one turned out to be a picture of a monkey, too!) is the amount of mail forwarded to us by alarmed readers who have received similar messages and are worried that they're genuine but are afraid to check for themselves. Simply visiting one of these sites and attempting to look up a "record" is sufficient to dispel the concern that they might be real (if for no other reason than that they don't ask for nearly enough information to uniquely identify a person), but many viewers are hesitant to try for fear that the information they enter will be collected by someone who might use it for illegitimate (or even illegal) purposes. To this dilemma we offer a handy solution: You can lie to a computer!
http://www.google.com/search?hl=en&ie=UTF-8&q=Now+you+can+see+anyone%27s+Driver%27s+License+on+the+Internet&btnG=Google+Search