Sunnyvale, Calif.

Joe Keenan is the editor-in-chief of Total Retail. Joe has nearly 20 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

Who hasn't been reeled in by the lure of a money-back rebate, reducing the purchase price of that new dishwasher or refrigerator you need? The process sounds so simple, too: Just fill out a rebate form, mail it back with a proof of purchase, then sit back and wait for the check to arrive in the mail. At least so it seems.

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