Listen, at the end of the day it is still a war, with all due respect. What do you expect, that the IDF will not bomb any of it's targets because the civilians inside choose to stay? I do not know any army in this world that will do as much as the IDF does to minimize innocent casualties. Sometimes, they get out and run back in. THEY WANT THE IDF TO BOMB THEM.
Don't get me wrong- I'm anti innocent deaths, for both sides. But this is a war, things happen, and the IDF clearly can not do more. You should only blame Hamas for those casualties.
And believe me- if the people in Sderot can run for the shelters in 15 seconds, the people in Gaza get get out of the house in these few minutes, after the warning rocket and the phone call. It's not like it's a surprise for them, you know, they do know (mostly, of course) that their house hides something that is likely to be an IDF target.