Could it be a premium service with the capacity to create private matches? Id's Marty Stratton talks about the possibilities in this extensive interview on Bethesda Blog.
We’re toying with a number of ideas for features, functionality, and even content that will translate well and represent a real value for players wanting an affordably-priced premium service. One of the most requested features in QUAKE LIVE and something that I think would be at the core of any premium service, would be the ability to very easily and quickly start a private match (that only you and the players you invite can join). Right now, all of our matches are open to the public and started by our back end systems. So, what we’re looking at creating is a totally integrated and very easy to use method for starting and running a personalized private match.
And that is basically what I want from Quake Live, as well as some kind of pickup team functionality, and Rocket Arena 3. I used to live for that and CTF pickup games back in the day, and if Quake Live offered a similar service I would be all over it. They'd need to add Spider Crossings, too, obviously.