Noise: A New Feature for VoIP

VoIP used to boast its clarity and noise-free signals. Now, there is a new feature for some VoIP systems (such as Microsoft Response Point) to promote, Comfort Noise. I found this particular quirk when looking at some D-Link VoIP network products and noticed it was listed as a feature. At some point when cell phone reception is nearly perfect, will we begin to see Sprint offer “Comfort Drops” on their network, so that the user does not loose touch with reality?
I am not sure how I feel about this. I like the clarity and noise-free environment of my TW digital telephone service, why would I want to add noise to it?