In a ballsy move that takes the onus off airways to actually do their job and look after your luggage, British Airways has unveiled a digital tag that will ensure it finds its way back to you.
Touted as a device to simplify your check-in, forking out £80 for that privilege seems somewhat absurd.
But for the peace of mind of knowing your suitcase will stay by your side - like Rincewind's Luggage but without the attitude - you could justify the cost.
And what's more, it's not actually retailing at full price until October.
You can grab yourself one for £63 between now and then.
The tag attaches to your suitcase like a regular luggage label, and you pop all of your personal data into the iOS or Android mobile app that you also need to make it function as intended.