How many times have you been in the midst of a friendly conversation with a number of people only to suddenly find that you are talking to yourself?
You check around and pairs of eyes are, every one, glued to a phone screen. You have been edited out and quite possibly deleted. (Even I am not that boring!)
To apologise and take a quick glance when you receive a text or call is one thing but to ignore people around you as you do one of 1001 different things online is downright rudeness!