Over the past week I have noticed that the telephone numbers on the websites have been visiting have turned into 'active' Skype buttons. So, if you have Skype connected, you can click the button and make direct phone contact (ususally through Skype Out). I saw it first on some Spanish travel sites and cost/time barriers seemed to suddenly seem very small.
This is a brilliant stroke by Skype and must surely have telecoms companies quaking in their boots (again!).