It's more than just marketing, I do believe this will change everything. I teared up when I saw the two people signing; a phone for deaf/hard-of-hearing folk, wow. Finally, after over 10 years since the Earth: Final Conflict props made me wish for video phones, the first generation has arrived. It won't be perfect, it will take time to go mainstream, but it's here. We're here. The future has arrived, and we get to live in it. How cool is that?
(Full video available on Apple's site: http://www.apple.com/iphone/features/facetime.html#facetime-video)