This contraption is an ID tag that also tracks when the dog last ate, went for a walk, or had its medicine by a press of the button. I think it could be pretty handy for the person who forgets if they gave their dog its medicine or not. We get a few calls a week at the animal hospital asking what happens to the pet if the owner forgot to give insulin or heart meds. I think this would be a good tool for them, I mean everyone needs a little help sometimes right? Its 20 bucks, so the price is even manageable. Doesn't it look awfully bulky though for a dog and my dogs play pretty rough sometimes. I wonder how durable it is? Does anyone own one? Would you?