I received one today too in NB.
I was in the zone, in a heavily darkened and silent room, completely without distraction reading a mammogram. In mammography, we are looking for the subtlest of abnormalities on an image with a complex background, so an environment eliminating any distractions whatsoever is mandatory.
In any event, I was "in the zone" as I said, when suddenly the claxon on my phone sounded off. Talk about leaping out of your chair!!!