Once upon a time, you'd be talking to someone at a customer service desk in, say, the bank, the phone would ring and they would put the caller on hold. Now it's YOU, who have made the effort to go into their premises, who gets put on hold while they deal with the phone enquiry!
What about the guy touring the supermarket with his kids on the morning of Mothers' Day having a continuous phone conversation with his other half about which brand of x, y, and z they have and do they need kitchen roll? Can't you just imagine half an hour previously: "You have a lie-in, darling I'll do the shopping." A lie-in, that is, until the phone rings...
I've done some work with some large motorsport companies and for all this summer's spying scandals in F1, I'm sure the best way to find out all their secrets is to eavesdrop on their mobile conversations.
I was in central London a while ago, listening to a man talking about moving large sums of money around over his mobile - and then it rang!