Called their main number off my iPad application.
They can look up serial number and will send me a return pre paid envelope and will return to rightful owner.
Clearly won't give me info for privacy reasons.
FYI for you Kindle users, if you lose it, the device is deactivated by them when you report it and no one else can ever use it. That is neat.
Good deed for day done. Now to get back to being evil.