Hate that ringtone. Better text it. (Basecamp or Gmail)
In era of internet where your decision needs to be precise and also people around having less time to pay attention to, we would ignore most of unnecessary interactions. The obvious thing we do is ignore. Don't feel that you're ignorant it's a good decision to not give your attention and trust to short sighted, unnecessary shit things that claim they deserve your attention.
PS: Something you might able to conclude from below picture? Think on your own what is happening