Texting is Talking - School Etiquette

I'm guilty as I've done it many times...

I'm chatting with friends and my phone buzzes alerting me of a text message. I stealthily pull the phone from my pocket and text back in hopes no one notices. But my multitasking skills are not good enough and I often play catch up in the conversation.

I'm not nearly as experienced as some students who can text, reply, and order lunch without looking at their phone. But does it mean they are being rude for not fully engaging in the converstaion, or nice because they are texting instead of calling?

Group McPotayves says texting is the same as pulling out your phone and talking, and they want to do something about it via a college campus campaign:

Group McPotayves is working on a campaign to reduce cell phone usage in class.  Here is an overview/outline of the campaign:

Goal:  To create awareness among students at Oklahoma State University about classroom etiquette.

      Objectives:
   
1.  To reduce the use of cell phones, by students during class, by five percent each semester.
 
2.  To increase awareness among incoming freshman about proper classroom etiquette by 50 percent the first semester.

Their blog is filled with a complete action plan including Commercials, PSAs, News Releases, and pre written Opinion Articles (which is kinda funny to think about). They are trying to make it a turn key campaign for your campus.

The question is, is it a problem worth addressing with a campaign blitz? What is your experience on campus?