It's 10 p.m. Do you know where your kid is? Check your GPS

Here's the latest salvo in the battle for ultimate control over our children. Best Buy is selling a GPS device that will tell you where your child is every minute of the day.

In a sign that child-tracking devices have gone mass-market, it's the first store brand with such an offer. Best Buy is marketing it under its house brand name, Insignia.

It is designed to fit into a backpack and will send a text message back to parents whenever the child has moved outside a "designated" area, such as their school, after-school program, or babysitter's backyard.

The device surely is being aimed at parents with school aged and older kids, since they're the ones presumably who can wander out of eyesight. I can't imagine there being much of a concern of babies escaping, although you never know with parents these days.

The price for this false sense of control? Only $99. Cheap, considering some of the other options out there. That's a house brand for you.