AT&T's new 'It Can Wait' campaign promotes the idea that no text message is worth a life. CEO Randall Stephenson's company is working on smartphone technology, apps, car systems, and a cellular device to enable parents to deactivate text messaging and calling while their son or daughter is on the road. Teens are conscious that this practice is dangerous, yet persist, and this has led Stephenson to take immediate action. But what are consumers thinking - is tracking and (de)activating your child's phone too much, or just right?