I think they are on the wrong track here.
People fiddling with their phones is a sure-fire way to stop any conversation (at least in Men who apparently can't multi-task).
The more people rely on their smart-device for their communication fix the more socially inept they will become.
Asimov described it perfectly when he envisaged a society where people never actually met 'face-to-face'. That is IMHO the way we are going.
Put down your frigging iDevice/Android and actually speak to people and interact with them directly. We (well those of us who are human that it) need social contact. Buy this I mean proper interactive contact and this half-arsed communication called Facebook/Twitter etc that so many seem to rely on these days.
Yes, I got out of bed the wrong side this morning.