Smells like a publicity stunt to me. Notice how a certain directory enquiries service got their number into the advert (sorry, "news report")...
On the other hand, the number of people who have either nearly trampled me while I'm on foot or walked out into the road right in front of my car never ceases to amaze me. I'm clearly odd in that I find somewhere out of the way to use the phone where I can see anyone who might attempt to take it!