It's "just sugarcoating" for readability, but they do have common meanings:
Methods ending in ! perform some permanent or potentially dangerous change; for example:
Enumerable#sort returns a sorted version of the object while Enumerable#sort! sorts it in place.
In Rails, ActiveRecord::Base#save returns false if saving failed, while ActiveRecord::Base#save! raises an exception.
Kernel::exit causes a script to exit, while Kernel::exit! does so immediately, bypassing any exit handlers.
Methods ending in ? return a boolean, which makes the code flow even more intuitively like a sentence — if number.zero? reads like "if the number is zero", but if number.zero just looks weird.
In your example, name.reverse evaluates to a reversed string, but only after the name.reverse! line does the name variable actually contain the reversed name. name.is_binary_data? looks like "is name binary data?".
In Ruby the ? means that the method is going to return a boolean and the ! modifies the object it was called on. They are there to improve readability when looking at the code.
Where you can get burnt badly is something like MyActiveRecordModel.column_names.concat([url]). Later calls related to MyActiveRecordModel will try to look for a column of 'url' for MyActiveRecordModel and throw.
Instead you must clone it before doing the concat. Fortunately my test suite caught this one, but.. heads up!