Well I did not demand their attention so I suppose that is a different thing, in fact I did attempt to engage them with questions but after a few "Huh What?" when they look up from their phones, then a one word answer and back to their phones...I just ate my meal in silence.
I agree no one wants to listen to someone drone on and on, or brag about themselves but that is not what was going on in this specific case.
The truth is it was only a lunch and now that I know how going to lunch with these guys works, I just wont bother inviting them again. I just needed to vent a bit I suppose, and you are correct it would be rude to make my opinion of their conduct known to them and would have come across as a demand for their attention.