How Enterprise Rent-A-Car cuts down on lost keys

Above, a key from an Enterprise car.

Like all their vehicles' keys, it comes with a reminder on the key chain that benefits both the customer — by helping decrease the frequency of a lost key and subsequent access to their car, along with the costs in time and money ($225!) — and Enterprise, in that the time and effort spent obtaining a replacement can be used in more advantageous ways.

I wonder who thought of it?