I watched a mother with a baby, a toddler and a small child in the parking lot of a McDonald's this morning. She should have been keeping her eye on the kids in traffic as she unloaded them from the SUV (I saw them and went by very slow--I was tempted to honk and wag my finger at her). She was chatting away on the cell phone instead. Finish the call, then unload the kids. Or better yet, don't make the call. The way users ignore the people they're with to chat with someone on the cell phone is not only rude, it sends the message that being here with you isn't as important as talking on this toy. And when you have such a great opportunity to talk one-on-one with a child in the cart in front of you, but instead you're on the phone--again--it's a crying shame these people don't have any sense as to what the real message is that they're delivering. "You Don't Matter."