yeah, you're right...well sort of...
iGPS is a company that sells plastic pallets with chips in them, but that is only that pallets. what about all the items on the pallets? and if you've ever worked with CHEP pallets, then I'm sure you're aware just how expensive and difficult it is to manage a pallet return program if your company has any volume at all. Converting to plastic pallets with chips in them will require some sort of similar pallet management program. Currently, it is very costly to convert to iGPS type programs so many companies aren't doing it. It is much less cost prohibitive to tag your current pallets with RFID tags.
Oh yeah, Wal-Mart has mandated that their top 3000 suppliers become RFID compliant by 2010. Seems to be a market for it now...
beat it now....