Padded lampposts to protect texters?

In yet another one of those, "Why are they doing this?" moments, somewhere in London, England, lampposts are being padded to PROTECT PEOPLE WHO ARE WALKING AND TEXTING USING THEIR CELLPHONES. Here is the article from ITN:

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Padding to protect pedestrians

People who have been injured while walking and texting on their cell phones may be in luck.

A London street is experimenting with padded lampposts to protect those not paying attention from banging into them, ITN reports.

A study conducted by 118 118, a phone directory service, found that one in 10 people has been hurt while focusing on their cell phone instead of where they were walking, ITN reports.

The test lampposts will be given a trial run in London’s East End on Brick Lane. If the trial is successful it will be rolled out in Birmingham, Manchester and Liverpool.

The survey found that almost two thirds of respondents lost peripheral vision while texting, and more than a quarter wanted lines on the pavement to create routes for texters to walk while using their phones.

The study claims that 68,000 people were injured in the U.K. last year while chatting or texting on their cell phone, Infomatics reports.

118 118 will provide the padding, and in return will be allowed to advertise on them.
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OK... Here's my take on it... Stupid people should not text and walk at the same time. Sit down and send your message!