That's what WebRTC promises to solve, and there are already great tools using it (Appear.in for example). What they don't solve is the discovery/network aspect

That's what WebRTC promises to solve, and there are already great tools using it (Appear.in for example). What they don't solve is the discovery/network aspect. My own side project/startup wannabee uses WebRTC to enable random non-technical people to talk to companies that use our product :) ( https://keveo.tv/en/ https://keveo.tv/en/ ).