The development of travel and tourism sales on the Internet necessarily involves both the development of on-line practices and the growth of call centres. Tele-operators' work is characterized by tension between an advisory service and selling. Although customers want advice, and operators would like to give advice and see it as a way of enhancing their competencies, this service is underrated and severely limited by managerial practices aimed at focusing operators on sales, for the sake of profitability. This tension has a structuring effect which is strong enough to cause a divergence between the learning trajectories of two virtual agencies' call centres with different initial positions regarding advice and sales. The author shows how organizational elements and the frame of interaction with the consumer are both incorporated and reconfigured in the set-up of technical systems, in what can be considered a real systems "policy".