CEO Todd Davis has this little quote on their website, which contains his Social Security Number.
I'm Todd Davis, CEO of LifeLock, and yes, that's my real social security number*. Identity theft is one of the fastest growing crimes in America, victimizing over 10 million people a year and costing billions of dollars. So why publish my social security number? Because I'm absolutely confident LifeLock is protecting my good name and personal information, just like it will yours. And we guarantee our service up to $1 million dollars."
At LifeLock, We Guarantee Your Good Name. No one else does because no one else can.
*Always protect your social security number. Do not share it unless necessary.
Gotta love the disclaimer.
Anyway, he's being sued by a couple customers claiming that the service didn't work as promised. Not only that, Todd Davis knew it didn't work. How do we know this? Because he has been the victim of identity theft.
Attorney David Paris said he found records of other people applying for or receiving driver's licenses at least 20 times using Davis' Social Security number, though some of the applications may have been rejected because data in them didn't match what the Social Security Administration had on file.
Davis acknowledged in an interview with The Associated Press that his stunt has led to at least 87 instances in which people have tried to steal his identity, and one succeeded: a guy in Texas who duped an on-line payday loan operation last year into giving him $500 using Davis' Social Security number.
I always thought he would get what was coming to him because of his overzealous promotion of a iffy product/company. For example.
Paris noted that LifeLock charges $10 a month to set fraud alerts with credit bureaus, even though consumers can do it themselves for free.