Anybody who has watched TV or listened to the radio recently should remember those LifeLock commercials, where some stupid man kept announcing his social security number to masses of people.

His claim of course, was that his identity theft prevention company could "guarantee that identity theft [would] never happen". Well, they're being sued for fraud:

Richard Todd Davis, CEO of LifeLock Inc., was so confident in his company's ability to protect his identity that he publicly revealed his Social Security number: 457-55-5462.

But according to a new class-action lawsuit filed last week in Jackson County, LifeLock's identity theft protection services were so inept that Davis' personal information was stolen repeatedly.

"While LifeLock has only publicly acknowledged that Davis' identity was compromised on one occasion, there are more than 20 driver's licenses that have been fraudulently obtained [using his personal information]," the suit states.

"Furthermore, a simple background check performed using Davis' Social Security number reveals that his entire personal profile has been compromised to the extent that the birth date associated with his Social Security number is Nov. 2, 1940, which would [inaccurately] make Davis 67 years old."

This guy was so smug that I really enjoy this story. Companies that operate on premises based on fear are no better than anybody else who influences people based on fear. I'll leave it at that.

Labels: comeuppances