Frequently people consider a serial number as nothing but a number but in this presentation you will be shown the multitude of ways in which an attacker could utilize serial numbers to hurt you,to hurt companies as well as to track your movements. A brief primer on the function and use of serial numbers in the real world will be provided. Focusing on Apple, Amazon and Pringles and providing in-depth insight into the varying degrees of trust a serial number will gain you. Attack vectors ranging from Apple to Pringles and everywhere in between along with points about how to prevent similar tragedies from occurring with your product.