Texting While Driving

Studies also show that it can be difficult for people to ignore the ping of an incoming text or call — for  psychological and physiological reasons. People may fear missing an important call from a friend or boss, or get excited by the prospect of receiving interesting news. Physiologically, researchers say, the lure of mobile devices has addictive properties, in that people feel an adrenaline burst when a call or text comes in and get a rush when they answer.

Those are the key points. I'm not too excited about the TMobile service on its own merits--$4.99 per month is just plain greedy, and I don't think it is the ideal implementation--but as a step toward wider awareness (I posted about that a year ago), it is an important start.