I just bought an MSI GX720 and found your review because I was also searching for the serial number on my computer to register it. Turns out you have to remove the battery and it's on a label in the battery compartment. Totally agree with you about the keyboard layout being poorly thought out (and I'm writing this 8 months after your review so progress isn't overwhelming on MSI's part). In comparison to my 4.5 yr old Dell Inspiron 9200 (which the MSI laptop is replacing), I have to press the keys on the MSI much harder. I find myself missing letters often because I don't press hard enough. The shortened right shift key is a killer. Another thing I have done is accidentally closed my browser tabs when adjusting the screen brightness because the function key for closing a tab is right next to the function key for decreasing the brightness; instead of the function key labels being in white on the black keys, they're in red and blue which make them difficult to see without leaning forward and close to the keyboard. The overly sensitive touchpad is making me crazy, and I've been using this machine for less than one day. Already in this review, I've probably had 9 involuntary cursor shifts due to the overly sensitive touchpad. I'm going to call MSI about it to see if there's some utility out there to help but will otherwise look into the Synaptics touchpad drivers like you recommended in one of your later posts. It's possible I may return the computer because of the keyboard as I do a decent enough amount of typing. Also, as an fyi, I contacted MSI by email 3 times and left 3 voicemail messages after not being able to get through to live help after multiple tries trying to inquire if the computer was eligibile for the free Windows 7 upgrade. Someone called me back yesterday which is a 9-day turnaround from my first attempt over a 3 day barrage. When calling live, I probably spent about 3 hrs on hold in total with my calls lasting about 20-30 mins before something came up and I had to disconnect. One time, I was using a 90-minute phone card and it expired before anyone answered. Other than the keyboard (and slow customer service), I do like this machine a lot! It's lightning fast, super cool looking and the display is amazing.