I’d been surprised about Apple emphasizing FaceTime in advertising. I don’t think it’s very compelling — I don’t know enough people with an iPhone4, I rarely have a Wi-Fi connection when I want to talk to them, and I don’t find video chats very compelling anyway. After all, how often do you video iChat or Skype?
Anyway, TechCrunch had an interesting perspective about it when they compared it to a scene from Mad Men (official site. They are getting people to make an emotional connection with the iPhone rather then the analytical one of feature X vs. feature Y.