Cell phones have a way of getting crunched by car tires. Well-meaning toddlers send iPads crashing to the floor in their haste to lunge after whatever sparkly dust mote happens to catch their attention. Coffee gets spilled. E-readers take a bathtub swim. TV screens come into contact with hard projectiles when clearly blind referees and umpires make ridiculous calls. Whatever the reason for the damage, SquareTrade has its customers covered. The company launched in 1999, a year when people were just discovering that iPads make terrible coasters, and that cell phones (now smaller and lighter than the average brick) actually smashed when dropped. Their idea was to offer affordable protection plans for every gizmo, gadget and electronic thing-a-majig that people need to go about their daily lives. They paired their offerings with unbeatable customer service and created an unbreakable business. Smart shoppers don't pay for expensive "extended" warranties. They go to SquareTrade instead and learn why it pays to be square.