We have probably all been subjected to it at some time - the annoying person talking too loudly on a cellphone, making us an unwilling participant in the conversation.
Aircraft journeys used to be a phone-free haven but as airlines - including those operating in New Zealand - introduce in-flight mobile calling, the question is whether passengers will take to it.
Last week Britain's Daily Mail reported that use of mobile phones had been approved on Virgin Atlantic's new A330 Airbuses, a first for a British airline.
The anti-noise action group Noisedirect was expecting a new flood of disgruntled passengers on planes, the newspaper reported.
Air New Zealand says one of its domestic fleets is already equipped with the technology to allow mobile voice calling - but requests that all phones be set to silent.