I guess you expect the device to be given out without proper identification, a credit card, and who knows what else may be required. Theft for $1000 is doubtful, and the studios are already under attack from piracy, so this system may be addressing that issue. How do you know that they won't have a device built in to sound an alarm as an individual passes through a checkout point. There are many ways to counterattack theft. And one airline has already committed to the system, so it doesn't appear to be a worry of theirs.