This is a great step in the right direction, though I wish that this service had been available years ago. I'd also love to see other breed associations (namely the huge stock horse associations: AQHA, APHA, PtHA) require identifying marks on their registered horses in the same way the Jockey Club does. Microchips are great, but relatively few owners have their horses chipped, and ranch brands are unreliable in many cases (unlike breed brands common on warmbloods).
This is great! Now I can find out the history of the OTTB mare that I ride. I might even find out what sort of accident she was in that made her so terrified of washracks when she first came to the barn!
Yay! This will help trace & prevent horse stealing & is a great step forward! I can;t wait to see what they do next!