michellem -
I suppose it all comes down to diversification of service channels.
Back in the old day we had either face to face or write a letter, then along came phones, email, webchat.
Providing each method provides something the customer wants, then it will appeal to some. Personally I only use the phone if its something difficult to explain without a long letter.
F2F would be ideal for those who do want a "real" conversation but cant get out of the house to the store. It is commonly accepted that body language is an important part of communication (some studies quote >50%, which isn't really true if you looks into it) but it can only improve communication. I suppose with F2F being pushed on smart phones, companies if nothing else could see it as being a "trendy" way to interact with the customers, which in turn might lead to its growth.