What are some good methods for dealing with other peoples' loud/crying kids/babies on long flights?

All you can do is put cotton balls in your ears or put the volume of your iPod or inflight music system. The babies get cranky during flights and they too do not like being on the longer flights. I guess, you no choice but be patient and bear it. No baby cries out of choice and the ones that do, parents know how to set them right. :)