I don't think legislation is the answer. Here in Oregon, it is illegal to operate your car and your mobile device at the same time, and yet I see people doing it ALL THE TIME. Hell, I even had one women try to capture video of me on her phone while I was riding as she was driving (through the passenger window as she pulled up beside me!!). She was yelling something at me about there being no shoulder or something and my thought was that she was hoping to go to the police and have me arrested (ignorant of both the phone/car law and the cycling laws...obviously). In the 5 years we owned the farm, there were 4 major accidents (some with bad injuries) at our intersection due to texting or phone calls....and that was out in the country!

Anyway, the phone companies are not oblivious to this. Have you seen the documentary out about texting and driving? It's not cycling specific, but it's interesting because it was initiated/sponsored by AT&T:
http://www.slate.com/blogs/browbeat/..._the_next.html