I don't know if it's been repeated before (I did a search), but this might help people out. I'm not sure if it requires a developer profile, but you can use Apple's own iPhone Configuration Utility and make a bunch of webclips with customized icons that will resolve to facetime://xxxyyyzzzz or facetime://firstname.lastname@example.org. Then, you upload or mail the provisioning profile to yourself and your friends, where everyone can neatly organize them in a nice folder on your Home screen. That's what I'm starting to do now, and it's looking rather neat. The only downside (maybe?) is that it launches Safari, then pops up with a confirmation to call.