im not saying they are equal, but from the perspective of “whats he doing in the middle of davening” there isnt much difference. in both cases the person is saying, id rather be doing something else instead of talking to hashem.
to you it is perfectly normal that no frum person does that, you grew up with the concept of “pareve milk”, 50 years ago almost noone heard of such a thing and at best, it looked “funny”. I dont want to predict how quickly it will happen, but with the proliferation of smart phones and available apps, it will be as common as “pareve milk” and noone will think twice about it.