weird perceived eye-contact in Skype

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when on video skype NTs always seem to be looking down (i.e. at face on the screen) whereas i'm told i'm usually looking directly at the person I'm talking to (because i'm actually looking at the camera rather than at the eyes of the person on the screen)
Seems almost like a role reversal
Anyone else noticed this?

Haha, yes, I do look at the camera far more often than at the other person. Or if I'm skyping and working at the same time, I'm looking at an app on the screen.

I always think it's more polite, like looking at someone during a face-to-face conversation. Yet, almost everybody I know has told me it looks unnatural, and it makes them feel uncomfortable.

The real question is: why do tech companies advertise their awesome conference video call apps with images of people looking at the camera? Because that is where I learn these things.