"I'll pray for you" but do you really mean it?

[Free Falling]

I was reading some old Twitter comments from celebs in regards to Michael Jackson's death and some of the most scandalous, godless living of the group say "My prayers are with your family" it made me stop and wonder.
How many people say they will pray for you or others and never do.

Is "My prayers are with you" equivalent to "I don't know what to tell you so I'll choose a standard quote"?

If I tell a person I will pray for them I either do it on the spot or make a note somewhere to bring them before the LORD later. I always pray in my mind as soon as something comes up.

How do you feel about people telling you that they will pray for you, does it comfort you at all or do you feel like it's ineffective?