Are you talking about slogans and banners, such as "Play live chess!"? That's a common psychological technique, exclamation marks transfer a sense of urgency.
If you're talking about move annotations such as 5.Qh5!, that means "good move". It's used in off-line chess literature as well.


every place you look there is a "!" on the site, why is this for? is it a psychological ploy?:D