The ringtone adverts are amongst the most irritating on TV currently (and that's quite an achievement), really why not just have a ringtone that says "I'm unfunny and unimaginative" as that's what it suggests to me whenever I hear it.
As for why things appear to be life and death - we've got an interesting contradiction of everyone apparently feeling more entitled than ever yet with less respect for the rights of others i.e. their rights should take precedence over those of another. With a background like that it should not be particularly surprising that the situation throws up such stark contrasts - such polarising extremes get peoples attention when the more moderate approach (one that tends to work better overall) is not as newsworthy so you end up with a self-fulfilling cycle.