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I tried it with an old Canon Rebel XTi photo that had gone through Lightroom and flickr. "exiftool" shows a serial number in the image, but the web site does not.

I downloaded the "original" size from flickr - resized flickr images seem to drop most of the exif info, and the "exif info" displayed on the web site no longer shows serial numbers.

I noticed the same a few days ago when I tested it. All my JPGs are exports from Lightzone and there's no serial, my originals are all RAW, so - no luck for those who don't shoot jpeg/raw+jpeg.

You might have "minimize embedded metadata" checked in the export options; uncheck it and I bet the serial will survive the export. Also, if you want more control over exported metadata, Jeffrey Friedl made a plugin[1] for that. I haven't used this particular plugin; I do however use his flickr and geocode plugins, and they're both great.

1) http://regex.info/blog/lightroom-goodies/metadata-wrangler

Lightroom has an export option called "Minimize metadata" that strips a lot of EXIF out.