Two weeks ago, several media outlets ran an alarming story about the perils of mobile phones, and in particular, the threats posed by too much text messaging. They identified several new ‘serious mental and physical disorders’ – such as textiety, post traumatic text disorder and textophrenia — that young mobile phone users should be cautious of. However, these cute names were all part of a cynical online advertising campaign driven by a mobile phone company promoting 1 cent texts.