VoIP Now wrote yesterday that "Skype's closed protocol seems to be ruffling feathers everywhere" as he mentioned Jordan's brief Skype ban.

It's a question of whose feathers are ruffled, I think.

First, you have those protecting economic interests, like phone companies and those who tax long distance calls. They'll get over it when they bring their own rival solutions to market or when consumer demand is overwhelming.

Second, you have those opposed to encryption (and secret speech) in the public's hands, like law enforcement, intelligence and internal security agencies. If they can't kill Skype when it's small, they'll wait for a monsterous event they can blame on Skype's security.

Third, there are people paid to be control freaks who run private networks. It's their job to be skeptical about new things, to protect and nurture their information and communications infrastructure. They get over their anxieties as the true nature of useful tools becomes clear and they learn to bring deployment of new tools under daily and lifecycle management.

For all of these "hostile" parties, Skype's biggest enemies are the apathetic, the millions of people who're saturated to the point they don't want to try new channels of communication.

This is Skype's breakaway marketing challenge in every market. Yes, Skype will compete against other VoIM products, but that's straightforward and more of the same. The real challenge will be getting those who live offline to come online, joining the 21st Century's social fabric, using Skype as they come online. And to convince mobile lifestylers to blend Skype into their communication habits. Both are very hard marketing challenges, like getting tea drinkers to switch to coffee, or futbol fans to embrace chess. Skype is doing its bit with free trials, but it's a long game, just beginning.