I love when the media get sucked or suckered into a news story.

Take this story that recently broke about Skype.

This is clearly what the PR trade calls a leak or teaser strategy, and what is less newsworthy about it is the concept behind it is very much like what ICQ and Yahoo Messenger have already done.

But if this is a direction which Skype is going, which is to build a cottage industry around their API, then it is clearly a world worth looking at.