Well, a guy in NYC lost a SKII. He offered reward to the girl who found it in the taxi (someone said she paid for it) refused to return it. Then the guy opened a simple, no ads site just to show what is wrong and what is right. The site is only up for about 2 days, but already catched tons of eyeballs.
Personally I agree with what he did. People should know what is right thing to do.
Here is the link, judge by yourself :)
http://evanwashere.com/stolensidekick