Miss Mango is echoing one of my points that the people who find the pet have to want to check for a chip and then go to the trouble of identification and notification etc.
But what you might not realize is the great number of animal shelters and, more importantly animal rescue groups that are out there. All of these people check for microchips the minute a new dog arrives, and they do go to the trouble because they want the dog back with it's owner.
Still not perfect as I mentioned because the rescue groups kind be kind of aggressive in protecting the interests of the pet. Still, it does improve your chance of having the pet returned to you. My wife and I used to run a GSD rescue group and after we left, we continued to foster for other groups so I have direct experience with this helping owners recover their pets.
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