My therapist gave me a great piece of info two weeks ago, when I was lamenting how embarrassing the startle response is when I am in public. He told me of a show on A&E called "Barter Kings" in which one of the two men has Tourette's. When he's nervous or feels anxious (sound familiar?) he will say out loud, "Bah Bam!" I DVRed the show, and now when I jump I either tell myself out loud, "Who cares?" or laughingly say, "Bah Bam." It really helped with the shame and to see such a big guy with a similar problem. Hope this info helps someone out there.