Actually you can’t simply pull up the listings and browse them. If you could, data-miners could. That doesn’t mean someone ‘good’ can’t discover the RFID registry but it’s behind a wall that allows Google to find it, but not the rank-and-file person.
It’s set up like that so that Google can find their way into the registry; and so if you search your ID tag you’re taken to the secondary data repository. Searching the main site of Chippedpets.com only reveals the articles, NOT the registrations.
By depriving the public from easily accessing the RFID registrations, but allowing Google to access them, ONLY a person with your RFID number will be able to browse the listing(s)