Why are people so bothered by this? The background noise levels in the cabin mean that you would only hear people in your immediate vicinity and they are dealt with by using Noise Canx headphones and your iPod.
I am someone who does NOT like intrusive use of mobile phone but I just don't think that this is going to be the problem that people think it is. For the ones that are truly a nuisance, comfort yourself with the fact they are going to get a VERY nasty shock on their bill.