I think you are missing the point the author is making, they explicitly state there is nothing new about blocking out social interaction while on public transport or while sat at a cafe.
But the difference they are commenting on is people having headphones in all the time while ordering your coffee at the cafe or while playing a round of golf (as their examples) that isnt normal. You would have been considered incredibly rude if you walked up to a counter to order and didnt take your eyes off the newspaper you were reading.