Question about the "!" command

I’ve seen macros on here that have ! before an ability, here is an example using a Feral Macro:

#showtooltip !Ravage
/castsequence reset=target Faerie Fire, Savage Roar,null
/castsequence reset=0.3 1,2,3,4,5,Thrash
/castsequence reset=0.3 1,2,3,4,!Rip
/castsequence reset=0.3 1,2,3,!Ravage
/castsequence reset=0.3 1,2,Rake
/castsequence reset=0.3 1,Incarnation
/castsequence reset=8 Rake, Savage Roar, Thrash, !Ravage, Rip, !Ravage, Shred, !Ravage
/use [combat] Berserk
/use [combat] Nature’s Vigil
/use [combat] Berserking
/use [combat] Tiger’s Fury
/use [combat] Wild Charge

What does the ! before Rip and Ravage mean?

Originally it was used to execute the shot as more specific order. Like for example with Hunters, !Auto Shot made it a priority whereas Aimed Shot! made sure to use it after it procs.

In the new system (even live) the ! is kind of useless. If you have a keyboard like the Logitech Macro keyboards the ! behind makes no sense.