Reverse outsourcing

American Express is to take jobs back from India to Australia, because it says more of the calls its call centres are dealing with are more complex than they used to be, and require local knowledge. This is part of the trend of the Internet is says, with people now making routine enquiries by email. Very true. Is Amex's move part of a bigger trend? Will the recent experience of ringing up "Ian" (real name Sanjit) in "Melbourne" (real city Bangalore) asking about "them Collingwood Magpies" cease to be a subject of laughter amongst Australians?