Each Kindle has a unique serial number that, when registered at Amazon with a credit card and email address, allows the user to download and pay for content. If you lose your Kindle (leave it on a plane, for example), Amazon will let you:
-Deregister the unit so that nothing more can be charged to your credit card.
-Black list the serial number so that nobody else can register and use the Kindle.
It becomes a thin brick.
But Amazon will make NO EFFORT to re-unite you with your Kindle. A finder cannot call in either to get your contact information or leave his information to be emailed to you by Amazon. He cannot return the Kindle to Amazon to be forward back to you. You are stuck.
While Amazon may sell more new Kindles in the short run, this a customer-unfriendly policy - one of the very few that we find on Amazon. It needs to be fixed.