Rude behavior.  Unfortunately, we don't have to look far to find it. It can be the person who insists on holding those around him hostage to his cell phone conversation, the individual who texts through-out a class or meeting, or that lovely specimen that takes out her unrelated-to-the-situation frustration on a clerk behind the counter.

Responding in kind is exactly how you don't want to handle the situation. 

When someone does something that stands out for its inappropriateness, let it stand alone. Let the culprit muddle through in all his glory.  Often times, when you attempt to retaliate or "teach the person a lesson", your behavior ends up drawing more attention and negative reaction than the original rudeness.

Usually one form of rude behavior is enough for any situation.