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I travel in Mexico a lot and one surefire tip to avoid being kidnapped is to go to a seminar on how not to be kidnapped.
As a person that has purportedly gets kidnapping victims released, he's in deep do do if he's burned any of the people that kidnapped him (the bad guys don't like if you drop off a bag full of dirty laundry instead of cash). From the article it sounded like the company he worked for in Houston was making it clear he wasn't working for them while down there, as in "we're not going to pay a ransom" clear.
Yeah, it's gotten pretty bad down there. In September I attended a wedding in El Paso, and the bride's family (who are Mexican-American) warned us against crossing the border into Juárez due to the rash of recent high-profile kidnappings. It really sucks.
Mexico is another set of mishandled problems that Obama must sort out since many kidnappings target people with close family in the US or are tied to drug smuggling. Man, that guy isn't going to get any sleep for at least 6 months.