I got the alert around 7 pm then received another about 1 hour later. After the second one I put my finger on the dismiss and did not receive another. I did get a message when my phone went into sleep mode and I woke it displaying the amber alert. This is on a Nokia windows phone using ATT towers thru H2O wireless. I didn't feel put out or bothered.
I would suspect the same folks that get upset about the Amber alert are the same folks that blow a gasket out driveing when something doesnt go there way.