American Medical IDs?

Did you ever hear of a medical ID bracelet? This came as a surprise to me, but the concept on which it's based makes perfect sense. The original idea was that people who may or may not be at some medical risk can wear an ID tag so that, in case of an emergency (they're alone and unresponsive), the medical team trying to save them can get their information from the tag.

What surprises me is what companies like American Medical ID are doing with the market for these bracelets. They're making them stylish. After all, what's more embarrassing than choking until you pass out on a drumstick only to wake up to the sound of a group of medical practitioner roughnecks cackling at your poor taste in medical ID bracelet? Nothing. I think that this idea, although strange, is really clever. They're making ID tags into jewelry, which justifies a somewhat premium price. Additionally, they're tapping into a market on emotional and logical levels, and it really works.