There are so many bigger issues in life to worry about than the person Facetiming in the gate area. It's a public space and the speaker on an iPhone isn't really that loud... do we really need a policy on this? Maybe they're out of minutes or only have an iPod and forgot their headphones but need to talk to someone.
IMO this breach of etiquette is about as egregious are failing to say please when asking for something, and over 50% of the people on AA flights don't say "Diet Coke, please" when ordering their drink. Moving to Japan seems like a good option.