I love copy/pasting!
http://wapedia.mobi/simple/Ruy_Lopez
Actually, I would argue that the exchange variation is just as good as the other variations. White won't take with Nxe5 immediately, but the idea is the if all the pieces were gone and white trades his d pawn for black's e pawn, white's kingside majority would get them a passed pawn and win the game while black's queenside majority would be crippled, so white would be won. It's not exactly that simple, but it is still a good plan.
Here are some cool sites about the Lopez in general:
http://www.exeterchessclub.org.uk/Openings/ruylopez.html
http://homepage.ntlworld.com/adam.bozon/ruylopez.htm#
The Ruy Lopez, also called the Spanish Opening, is an ancient chess opening. These are the opening moves:
The Ruy Lopez is one of the most common and well liked openings, with many ways to play it. It has always been popular in master chess. Something to know about it is that it does not threaten the black e5 pawn:
For this reason White usually plays a longer-term strategy, starting