Um. Der. Here's My SSN, bitch. Try me. Aww, man.

My name is Todd Davis

My social security number is 457-55-5462

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.

Has anyone ever heard of LifeLock? I know you've probably either heard a commercial on the radio or seen an ad on T.V. for it. You know, where the owner, Todd Davis, spouts out all nine digits of his social security number and almost seems to dare people to attempt to steal his identity or get credit under his name.

Well, um...that kind of happened?

According to this source, "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 online payday loan operation last year into giving him $500 using Davis' Social Security number."

So now there are customers that are bringing a class-action lawsuit against him and his company because it's become apparent that his service is not as secure as it claims to be.

I always thought that was a pretty stupid idea. Let's see how much longer his SSN stays up on the site.

I wonder if you can get tried for identity theft even though he pretty much coaxes you to try it, as shown on this video? I wonder if you were to get caught, can you just say that you were taking his 'guarantee' of security for a test drive before you subscribed to his service? I mean, after all--if he claims you can't steal his identity, and you attempt to see if it's true, is it really attempted theft? Maybe? Maybe not?

Oh, and notice his disclaimer up there? "*Always protect your social security number. Do not share it unless necessary." Meanwhile, he's up there grinning with his SSN card in hand doing exactly what he suggested his customers shouldn't do.

Isn't the advertising for this service misleading if someone has managed to "unlock" his Life? Man, if this is some scam, I hope they fucking hang him in the square!

Okay, so not quite, just going for dramatic journalism there.