LiveChat with AppleStore Business UK

Apple is proposing a new service to Business and Professional customers:

Apple Business Consultants Programme
If you have questions before you complete your Apple Store online order, there is a way to get immediate answers. Apple now offers the convenience of free live chat to help you get answers fast. It’s called the Apple Business Consultants Programme. Consultants are available online from 9.00 am to 5.00 pm GMT in the United Kingdom to help you with questions about your Apple Store order, or with selecting the best product or solution for your business. Starting a chat and getting your questions answered is just a click away.

This service is currently only available in UK (test phase), and is NOT an AppleCare. If this service is successful, let's hope that it will be expanded to other European countries.
More information available on the following addresses:
Apple Store Business UK
Apple Business Consultants Programme: LiveChat