I know Vodafone's got too much cash these days, but I think they missed a trick here. I can't count the number of times per day that I have to dodge inattentive people on the streets, due to the distraction of naughty texts, Facebook selfies, or YouTube videos of cats playing piano, and I wonder how many unnecessary injuries and physical altercations occur as a result of this sort of scenario. Beer companies don't glorify their product by showing humourous scenes of drunk drivers killing people irresponsibly, so why should Yoda step in to salvage an antisocial hipster behaving stupidly with a Vodafone device? The company could have saved itself some considerable expense by just letting the kid on the scooter head-butt him in the genitals at full speed. I would respect that. Might even tempt me to join Vodafone. Out of contract, I am.