Phone Etiquette While on a date...

Between your friends, social networks, and apps; it seems almost impossible for people to NOT get on their phones these days. (we are all guilty of it) All of this is completely normal when you are by yourself or with friends, but what is the proper etiquette now-a-days for when you are on a date?

Is it supposed to be accepted that someone will be texting, social networking, etc. regularly throughout the date.. or is it still common knowledge that it is somewhat rude to be doing that? I mean.. when it happens to me- it makes me feel as though that person would rather be elsewhere, that their time could be better spent with other people, or god forbid they "just aren't that into me." Should the focus not be on each other? I mean I get that there may be more "appropriate" times to check your phone while on a date (when one of you go to the bathroom) however, doing it often in front of the person is a bit rude- is it not?

I am a very social person... and I do LOVE LOVE LOVE to check my Facebook, Twitter, etc. But when I am on a date I am pretty respectful about not being on my phone because I am there to get to know the person I'm on a date with.  If you are texting regularly (or appear to be) it just seems a bit shady and disrespectful to the person you are with. Friends will still be there in a few hours, Facebook and Twitter are not going anywhere and the people "following" you will not hate you if you don't update them every 10 minutes.

Also- does good phone etiquette only apply for the first date? All dates? At what point is it ok? Or isn't it at all?

*I don't really care about this as much if you are out together with a group of other people... it's bound to happen that everyone will be off and on their phones throughout the evening.. but mostly wondering what the rule is these days when on a date with just you and that person....

Please share your thoughts.. I'm interested to see what your opinion is on this.