yup, "if found: me@emaildomain"
I figured that would be handy if I misplace the phone, and didn't see any downside. I have never sold a phone, so I don't care about resale value, and the print looks very tidy. And I have misplaced lots of other stuff.
I wouldn't have bothered with motomaker just for that, but motomaker was the only way to get 32gb on Sprint, and once you are playing with motomaker, it's no extra effort to do some other minor customization. I also got purple accents. (on an otherwise stock-colored phone.) Makes it look like mine. Again, not worth the bother of waiting for it to be shipped and all, but a nice freebie once you are on motomaker.