I purchased it at the Apple Store first day it came in.
Installation on the dog collar: straight forward.
Locating accuracy: the radius is small enough that my dog would hear me calling him.
Costumer service: of course not Apple style but they are good enough.
iPhone app: could use some cleaning. It has to be simpler. Learn from Apple's fine my friends.... God.. How does Apple make things simple and efficient?
Battery life: Not 30 days. Not even close. 2 days only. I repeat: 2 days only.
Conclusion: Im intending to pay the $8/month for its worth the peace of mind plus it looks very cool, people will ask what is it and show impression by your love for your dog.