Todd Davis didn't post his social security number publicly because he thought his company could protect it. He did it as an advertising gimmick that netted him almost 2 million paying customers. At least, I have to assume that's what Todd's motivations were because I'm guessing he's not an idiot and knew his service wouldn't actually prevent ID theft. Even if he were, there have been so particularly telling clues recently such as:

1. Having his own identity robbed 13 times since the stunt began.
2. The 12 million dollar settlement with the FTC over false advertising relating to their gross misrepresentation of being able to prevent ID theft.

That's why when an employee's sensitive data showed up online, they worked to have it removed. No one should have their social security number posted publicly because the risk is too great. Unless of course you're the CEO of a company that charges $10/month to almost 2 million people and can afford any amount of ID theft you're hit with.

For those that are bad at math, that's 20 million a month income. Makes that $12 million settlement seem kind of inconsequential doesn't it?

I'm not surprised about the fine, just that it took this long. Of course, they'll just shrug it off and any other lawsuit so long as they make more money than they spend.

Sadly, by the time someone actually shuts Lifelock down (if ever), the people responsible for it will be so rich that it won't make any difference. But until then, we can feel a little happier knowing that there are some organizations that are making them pay for their dishonesty; although 12 million dollars is less than one month of Lifelock's income on their almost 2 million reported customers.

If you signed up with Lifelock and are unhappy with their service or guarantee or just want further info on the class action you can contact David Paris at Marks & Klein, (732)-747-7100.

I almost wish I had signed up for Lifelock so I could get involved.

Fair enough. But consider that when you are paying for a service, you should get your money's worth or it's nothing but a rip off. What do you really get for ID theft insurance? Granted the details vary by the service, but once you freeze your credit, what do you need the insurance for?

If you must pay for a service you don't need, at least pick one that's not tricking you out of your money. Do some research before pulling out the checkbook so-to-speak. As an example, take a close look at Lifelock and what they offer, and you'll quickly see it's not all it's cracked up to be.