curious if you were in F? I don't think it ever phased me in J, as the lights and noise start 2+ hours before landing so I don't care. But in F I definitely have noticed, probably because the cabin is usually dark and asleep until the captain comes on with the 30 minutes to landing thing. It's pretty customary for the cabin to be quiet and dark until just before descent...it's really awesome if you need to sleep. A month ago the ISM started making US customs and immigration announcements on the plane over an hour before landing at LAX - and mind you, these announcements had already been made early in the flight! I don't know if she forgot or she just liked to hear herself talk over the plane's intercom. I was already awake at that time, but the whole F cabin was dark and I would've been pi$$ed had I needed the extra sleep.