The idea came to me when I was thinking about how often I am in a room and everyone is on their phones, myself included. This bothered me greatly, because it is a relatively new yet incredibly pervasive phenomenon, which has impeded my ability to spend quality time with the people I care about most. I wanted to say something about this, but in a way that wouldn't come across as preachy. I found that, by taking a visually observational approach, yet presenting a clear point of view through the title's irony, the film generated the desired effect.