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Based on his reaction the first time it was brought up, he just needs to get away from the phone thing - you could suggest that when you spend time together that he turn the phone off or better yet, leave it in his car - it's an addiction and although he doesn't want to be intentionally rude, it is rude. It seems to be some sort of norm in today's society however it is also an addiction and should be treated as such. Be gentle but firm and bring it up again. If you let it go, it will never change.