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I think this is a matter of personal responsibility. I didn't buy lojack for my laptop - and consequently, I don't leave it out in my car. This would turn out to be a huge effort - I can understand Amazon not wanting to be involved.
Yes, it is frustrating, knowing you left your kindle on a plane, and knowing someone found it and is using it. The reason it is a big deal here is the amount at issue - you would think that would cause people to be more cautious. I taped a business card inside my kindle cover, and to the back of the unit. If I lose it, I will be mad at myself, and then disappointed but not surprised if no one turns it in.
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