Having worked on video chat products before, it's hard to do and this solution based on Web RTC is a great approach. Check out their demos page for inspiration on how to integrate.
WebRTC makes this type of thing pretty easy, really all that's happening here is they are wrapping the browser API's and providing a signalling server. I'd be interested to know are they providing TURN servers? (that'll get costly..)
Brizzly
GrowthHackers
Linear