Your smartphone holds your life story.
Banking information, emails, contacts ... not to mention those scandalous selfies you don't remember taking in that bar you don't remember going to on that night you swore you'd never forget.
So, if you left your phone on a bus or in an LRT car, wouldn't you try pretty hard to get it back?
Which is why Edmonton Transit has taken the trouble to launch a campaign asking people who've lost their phones to please, for the love of Steve Jobs, come and take them back.
"We can get about four phones a day turned into customer service," says Jennifer Laraway, communications advisor with ETS. "Which can be kind of surprising to some people."
What might be more surprising is how many of those people don't bother calling to see if their phones have been turned in.
About 600 phones left on buses and LRT cars each year just sit there, gathering dust in the ETS lost-and-found room.
"So that's where we want to do our part and say, 'Hey, your phone might actually be here,'" says Laraway. "Come and pick it up, or at least check in with us and see if we have it."
Laraway says sometimes, if the screen isn't locked, ETS will try to call numbers on the phone. "Mom and Dad" in the directory is place to start.
Of course, if you do call ETS customer service (780-496-1622) and they have your phone, you'll have to identify it. And just saying it's an iPhone won't cut it. Be specific. What colour? What kind of case? Are there any cracks in the screen? Things like that.
If you don't claim your phone within 30 days,ETS will make sure it's securely destroyed.
At least no one will see those selfies.