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I'd pick the medium-tech approach: screensaver hack with customized screensavers proclaiming ownership and contact info.
Set the containing folders to invisible, and any dishonest finder will have a more difficult time trying to undo and resell it, since they'll pop up every time the Kindle goes to sleep, unless that person happens to know exactly what's been done and is technically capable of undoing it.
Of course, if you never intend to sell or pass on your Kindle, there's always the laser-engraving on the back option.
Or maybe you could print out a customized sticker, which seems like it would be less intrusive than the business card, when it comes to daily use.
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