Live Salespeople via Ecommerce

Todd Wasserman has an article at Mashable today about Swedish telecom company 3 Sweden's new online store. The firm has added live salespeople to it's online store using video and touchscreen technology. I'm curious to see the results. If the experiment proves successful, we could see a few more gray hairs for the leaders of traditional brick and mortar retailers. E-commerce will have found a way to bridge the experience gap relative to retail locations. I'm surprised actually that many ecommerce sites haven't taken more advantage of video technology. This step could trigger many more interesting experiments.