I also noticed by going through their website that it doesn't look like they are giving you full reimbursement of what you paid, its now "full reimbursement or replacement cost whichever is lower". What this means is that if you get a LCD TV and pay for coverage for the $1,000 you spent and say you pay 15% to SquareTrade for the coverage, if a year down the line the TV is only "worth" $500 and you file a claim you're only going to get back $500. This means that while you may have only paid 15% of the cost of the item at the time, by the time you file the claim you've really spent 30% of the price of your TV which makes it not such a good deal.