ID protection service fails to protect CEO’s identity

For two years LifeLock has run ads in which CEO Todd Davis touted the security of the service, even going so far as to publish his Social Security number and daring people to steal his ID.

Now, Lifelock customers in Maryland, New Jersey and West Virginia are suing Davis, claiming his service didn’t work as promised and he knew it wouldn’t, because the service had failed even him. … 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.

OOOOOOOOOOOOOOOOOOOOOOOPS.