The functionality is handy, but it is down to the execution of each app developer to decide if this goes the annoying hosting-provider-chat-with-our-advisor thing, or genuine customer/prospect management. There's definitely a gap in the market in real time customer conversations on mobile, which is counter-intuitive of everything being more immediate on the mobile. Integrating with a click-to-call VOIP feature would be neat. Even if it is just a Skype implementation.