I had two players use their new 'power' this weekend in our second session of Pyramid of Shadows.
The first, a goliath fighter, used it to boost an intimidate check on Garish Vren in the middle of battle when the werewolf burst out of his room. I wanted the PCs to be frightened of the werewolf, so I played up Garish's panic. The player jumped on it, and intimidated him into cooperating against the larger threat. It was a cool moment, and it changed up the direction of an otherwise rote combat.
The second was used by our deva invoker, who had previously summoned an angel (angelic horde come forth!). She described her angel's wings spreading wide, her eyes shinning streams of light, and made an intimidate check to cow the werewolf.
So, in the end I got two players to describe something really cool with interesting results - intimidate had rarely (ever?) been used with this group before. It switched up the battle the first time, and helped avoid the grind with the second usage. I'll have to keep an eye on the intimidate usage though if the Do Something Awesome power just becomes '+10 to intimidate' checks'. Perhaps something like 'The bonus can only be applied to a specific skill once per session'.
I'll keep it as is and see how it goes for a couple more sessions before I tweak it.