Funny you should ask.. I just read about this guy's "Lost Wallet Test" earlier today:
http://www.bored.com/wallets/
Here were the results based upon demographics:
http://www.bored.com/wallets/testresults.htm
and then some people who actually called him, trying to cash out the gift certificates that were in the wallets:
http://www.bored.com/wallets/testres...honerecordings
Pretty funny shit! 
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