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Yah I remember there was a professor who had his class count all the times a player passed the ball at a basketball game.
Halfway through the second quarter, he had a man in a bear suit run across the court flailling his arms.
All the people counting the passes had no recollection of what was obviously something to remember to everyone else watching the game.
Part of it is concentration, the other part is necessity. Interestingly a repeated noise can be ignored if their is a secondary stimuli. Yet if the same noise is the only stimuli, it can act as a form of torture. Think of japanese water torture, you're stuck in a room with no stimuli except dropping water. Or like the above poster mentioned a ticking clock alone in a dark room, will drive you crazy.
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