Busy little Skypers!

The new release of Skype came out a couple of days ago, as a beta, but of course I had to download it and see what was there.
The major new functionality seems to be the Call-forward, which is a very good thing, but somewhat vestigial. I can now forward to my mobile at Skype's extortionate Mobile rates of 0.205 Euro cents! I can't decide which calls or when they are forwarded, still, better than nothing (or Ipdrum!)
The other thing that is interesting is the Personalisation, and there is a very comprehensive site selling ringtones and pictures.
Now, looking at the Skype client, I was confused, as it appeared that in order to add a different picture, all I have to do is find the jpg on the web (under a creative commons) or something and then include it in the list of pictures in the Skype list. Same thing for Ringtones, just get the .wav file and add it in.
So obviously the Skype pictures (which, incidentally are like extremely tacky Powerpoint clipart!) must do something else; allow me access to some other dimension of personalisation? Animate themselves according to Skype status?
...Apparently not! I paid for one and downloaded it, and it appeared rather unspectacularly in the list of the other Skype icons that I don't use.

If Skype's business model is to make millions selling ringtones and pictures for their customers, then I'd wager a chunk that they won't!
Their demographic is early adopters, not a bunch of giggling adolescents (though some of the marketing and strategy coming out seems to point to them having that impression, e.g. their survey having the 'Thought it was cool' answer for each question).
The whole personalisation feauture (as it is currently) seems like wasted effort at a time when all effort should be directed towards taking Skype to one level beyond the competition. It is also a huge missed opportunity; where are the skins, font control, avatars?
With Google Talk arriving on the scene and Microsoft throwing the Teleo hat into the ring, Skype is a sitting target...and it appears rooted to the spot! No amount of hand waving and cries of 'Shoo, shoo' are going to scare G and M, so come on Skype, pull the finger out and develop some more innovative features, we know you can (could)!

A friend of mine told me that there are 3 types of people in companies, Donkey Farmers, Donkeys and Shit-shovellers. The idea is to have as many shit-shovellers as possible, and as few donkeys, but if you have to have donkeys, have some farmers that can control them. Donkeys just create shit, and hire other donkeys. Skype seems to be light on shit-shovellers!

CORRECTION: It appears that Call-forwarding rules can be implemented through the API, on reading the developer blog. Just emphasises how little development resource they have, that it is only in the API, not the UI!