In addition to being the "social stealth" skill, Etiquette is handy for steering the conversation in a desired direction. If the wageslave at the bar is watching the game on the trid but you really need him to talk about his father-in-law, you'd roll Etiquette to make the shift in topic seem natural.
Long cons (or medium-range cons) are a lot of fun, but it can be hard to represent them at the table without chewing up a ton of playing time. If you're in a longer campaign, it's not a problem since you can space it out across sessions, but if I've got a single block of time to work with, I generally represent it through a series of tests. For example, the classic (overly done?) "seduce the secretary" approach is an Extended Etiquette (probably Corp) Test to get to a point where I'll allow the player to roll Con (Seduction). Since runs are often limited by a time frame, the player is incentivized to speed up the Extended Test to get through in as few intervals as possible--possibly adding modifiers by buying her expensive gifts, etc. Whirlwind romances can get expensive.