Just signed up for their beta and had a nice chat with what I think is one of the founders. I've used snapengage and olark in the past, have had small gripes with both of them so I'm very interested in trying Groove out. Nice work guys!
Thanks so much for the feedback :)
From my Norwegian customer's perspective it looks like a free script. A Norwegian company, Idium, is actually successfully charging 3500 USD for a live chat solution inferior to Olark, but since it's in Norwegian they're able to do it.