Greg Narain is testing whether content can be the context for chat initiation:
However, all is not lost. An angel came to me with something much better. You'll notice that now there is a Live Chat option available on all of my posts. This is brought to you compliments of my friends at 3Bubbles. In the spirit of full disclosure, I have been a close advisor to the company and have worked on a number of usability and interface issues (and NO, I had nothing to do with the inital design – sorry Drew).
So why chat? Simple, it's not hacked to all death now. It's simple to use. It's easy to understand. It provides the same level of conversation – JUST WAY BETTER. If the open chat model starts to be a problem, I'll turn it into a registered model. If the registered model fails, well, let's not go there.
Indeed. I believe that the inline chat model is a killer and I am happy to push it into this use case kicking and screaming. If you miss comments, well, you shouldn't – people hardly commented here anyway ;)