Made for pets.... going to use in my car (?)

Unsatisfied by automotive GPS tracking... I stumbled upon this while browsing CES gadgets on another page.
$100. Plus $8 a month.
http://www.pettracker.com/
Thoughts? Anyone else think this is brilliant?
$100. Plus $8 a month.
http://www.pettracker.com/
Thoughts? Anyone else think this is brilliant?
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