We examine the write endurance of USB flash drives using a range of approaches: chip-level measurements, reverse engineering, timing analysis, whole-device endurance testing, and simulation. The focus of our investigation is not only measured endurance, but underlying factors at the level of chips and algorithms--both typical and ideal--which determine the endurance of a device. Our chip-level measurements show endurance far in excess of nominal values quoted by manufacturers, by a factor of as much as 100. We reverse engineer specifics of the Flash Translation Layers (FTLs) used by several devices, and find a close correlation between measured whole-device endurance and predictions from reverse-engineered FTL parameters and measured chip endurance values. We present methods based on analysis of operation latency which provide a non-intrusive mechanism for determining FTL parameters. Finally we present Monte Carlo simulation results giving numerical bounds on endurance achievable by a...