I find it somewhat humorous that people still consider tattooing an animal, but consider chipping "painful"
.
Didja ever GET a tattoo?
Getting a chip is no more painful than getting a vaccine shot. As far as those who say their dog will never need the chip ... do they get vaccines? Same/same: it's "insurance" you hope you never need. Cost? Puhleeeeese! We spend small fortunes on toys and clothes and who-knows-what for our little furry treasures: why is the cost to offer permanent ID showing they're *ours* "expensive"?
It may not be a perfect method of ID, but it's as good as it gets at this time.