mabbe they should hv a "calling section" and a "non-calling section" for planes
i would think if they limited it to sms, it'd be ok. i rem that the use of phones in trains in japan was prohibited, but sms, games and websurfing were ok. i'd imagine they'd charge a premium for the service (ala the seat back phones), so i wouldnt worry abt it too much.
nonetheless i agree that phone etiquette is severely lacking ...