Enlisting Werner Herzog to direct a short-film-length PSA for ShareATT on the topic of texting while driving and its effect on society was a stroke of brilliance. The director brings a weight and consequence to the tragic topic often absent from didatic or smarmy PSAs. His subjects, as always, are afforded a level of humanity and dignity that transcends the topic at hand. Herzog frames the issue as a grave miscalculation in our cosmic bargain. As one subject says, "It's life. You get one chance and you live with the choices you make." Choosing to text while operating a vehicle, if it isn't obvious from Herzog's short film, isn't just selfish and stupid; it's a crime against nature.