If you like Jassy. I'll give you a quick scenario.
You can communicate with your baby all day long. Then, you need to go to Tesco. Maybe you're deliberating whether you can afford both the lamb and the pork with the £10 in your purse. Maybe you're wondering what the hell to cook now that you've found that the vital ingredient for your casserole isn't in stock. Maybe you're desperately trying to remember the 36 items you came out for because you forgot your list, maybe you're a bit tired and out of sorts. Whatever it is, today, maybe for the first time, you're not giving baby a running commentary on "Look at the pretty apples. Shall we buy cake for Daddy?" and all the other stuff that I and probably you have said a million times on a shopping trip with a baby in tow.
That's ok. You don't have to. The baby won't fail to develop because he has an iPad in front of him to stop him screaming while you try to work out where the frig they've moved the couscous to this week. You talk to him almost all the rest of the day and [yawn] half the night.
If he's otherwise communicated with and this is one of those once a week things, as visits to Tesco tend to be, the only reason to talk to him instead of having him otherwise distracted, whether with an iPad, the keys to your BMW, a Sophie Giraffe or a wind up musical toy while you shop is to keep judgy people off your back. Ergo the comment "It's obviously not enough to communicate with them at other times, but you need to treat a trip to the shops as an opportunity to show off your loud parenting skills to satisfy other shoppers too?".
Next time I take a small child shopping I'll do a lot of loud and enthusiastic "Oooh Isobel, look at the flowers! Shall we buy roses for Granny? What colour are they Isobel? YES, THAT'S RIGHT, THEY'RE RED AREN'T THEY?" rather than leaving the small child to their own devices (or an iPad one!) while I decide which will last longest, lest anyone gets judgy with me.
[insert large dose of humour and a smile here]