"And on the Sabbath, the iPhones Shall Rest"

Interesting New York Times article about "Keeping the Sabbath"

http://www.nytimes.com/2010/03/18/fashion/18sabbath.html

More than the article itself, I liked that the article about keeping the "Sabbath" was placed in the fashion section.  Is it in mode to be Shabbos observant these days....?