Steep yes, but no more than some pet insurance plans, which I know are not the same thing, but it's a form of insurance all the same.
Edited to add: just looked at the prices on the website: you can buy a medium size collar for £249, then pay usage fee of £ per year thereafter. OK, still expensive, but what price peace of mind?
Edited again because I was looking at the 'limitations of use' clause. So does that mean it can't 'see' into a building, below a roof? I don't know.
The combination of technologies ensures that this product is the most advanced and most reliable of its kind. H