Ringtones

I don't understand the deal with fancy ringtones.

Almost everyday, I catch someone in the office running to her desk to hush her handphone, as it tries to grab her attention, by spouting out a fancy embarassing ringtone (which she has selected herself).

Fact A: Other people will usually hear your handphone ringing. Fact B: It is too embarassing to let other people hear the ringtone.

How is this supposed to work? And, we've already spent millions of dollars downloading ringtones.