I don't know if it is just for registration or for what. I was submitting some technical information and after I clicked submit, that page came up. I have never seen it before, and I just submitted some information last week.
It does seem to be for registration issues. I've used it twice in the last two weeks and the folks there were very helpful and resolved my problems very quickly.
"Live" means real-time interaction, as opposed to emailing and waiting an extended time for a response. When i was using the live chat i was getting responses back in a few seconds.