Salesforce contact creation PoC

This uses a salesforce/heroku developed gem, databasedotcom, to create a Salesforce contact when a user confirms their account on Beyond Z.
I remember seeing this somewhere else with at least a bit of a comment.  If it's in two spots, can you make a helper method and comment that?  If this is the only spot and I'm going crazy, can you comment this with an example of what it does.  E.g. allows you use <insert_example_url> instead of <another_example_url> so that we can do <insert_why>