It really can be awkward to hear someones phone go off in a restaurant, or in the line at the supermarket, especially when it is one of those loud and obnoxious tones that remind you of a horrible alarm clock than a phone ringing.  That is why I think things like truetones and realtones have really taken off, because being able to personalize the way your phone rings is a lot of fun.  And, it is more than just having some fun with your phone, it also gives you a kind of medium to express yourself and your personal style.