KLM really doesn't want your luggage ending up in Alabama. It explains why they've been offering these for over five years now. I know the current site says there are only 30,000 (or less) remaining, but don't believe that. They have a case of the “order in the next 5 minutes!” Infomercial Syndrome.
The cool part is that you get to personalize it with your own photo. I doubt fellow travelers will accidentally pick up my bag now that it has a picture of me holding a stop sign on it.