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His number: 457-55-5462.
Davis, CEO of LifeLock, an identity theft prevention company based in Tempe, Ariz., temps fate by putting his personal information out there to prove the point that his firms service can keep the data safe.
For $10 per month, the company vows to prevent customer identities and personal information from being stolen before the crimes even occur. The company backs these promises with a $1 million guaranteeand vows to pay up to $1,000,000 to cure failures or defects in its service for all incidents, regardless of circumstance.
The most recent round of lawsuits was filed in May when LifeLock customers in Maryland, New Jersey and West Virginia sued Davis and claimed his service didnt work as promised because the service had failed even him.
The suits allege that other people applied for or received drivers licenses at least 20 times using Davis Social Security number. In an interview with The Associated Press, Davis acknowledged that his stunt has led to at least 87 instances in which people have tried to steal his identity.
Davis admitted that one of these incidents was successful: a man in Texas last year duped an online payday loan operation into giving him $500 using Daviss Social Security number. Tami Nealy, a spokesperson for LifeLock, explained that in this particular case, the LifeLock service worked flawlessly.
Todd was called from collection agency looking to collect on that money, but thats where our system kicked in, she explains. They called, he denied the credit, the guarantee covered the money and the case was closed.
These pending lawsuits against LifeLock dont exist in a vacuum. The company is being sued in Arizona over its $1 million service guarantee, which the plaintiffs claim is misleading because it only covers a defect in LifeLocks service. LifeLock also is being sued in California by the Experian credit bureau, which accuses LifeLock of deceiving consumers about the breadth of its protection and abusing the system for attaching fraud alerts to credit reports.
Nealy defended the guarantee by saying that in the companys three years, 125 customers have called to invoke the $1 million guarantee. She put this number into perspective by offering that LifeLock now has more than one million customers, meaning that 0.0125 percent of all customers have had to invoke the guarantee.
These numbers mean nothing to David Paris, the lead lawyer on three of the customer lawsuits. Paris said the cases highlight the limits on how much protection identity-theft companies can provide. [The cases are] evidence of the ineffectiveness of the services that LifeLock advertises, Paris told CNN earlier this year.
Experts agree that LifeLock and other companies such as Debix, TrustedID and MyTruston can help guard against certain types of financial fraud by informing them when someone tries to open a new line of credit or boost their credit limit.
Beyond that, however, the very same experts say LifeLock and similar services dont guard against many of the more complicated types of identity theft.
Paul Stephens, director of policy and advocacy with the Privacy Rights Clearinghouse, a nonprofit consumer advocacy organization based in San Diego, advised that consumers should be skeptical of any company that promises 100 percent protection against fraud and identity theft.
There is no company that can guarantee they can protect you (completely) against identity theft, he told the A.P. earlier this year.
Even Davis admits that no fraud detection solution is flawless. On the companys Web site, he is quoted as saying, No one can stop all identity theft, and dont believe anyone who says they can.
Many experts added that LifeLock and its competitors all offer services consumers can accomplish on their ownfor free. Congress passed laws several years ago allowing consumers to get free annual credit reports from Experian and other credit bureaus such as TransUnion and Equifax so people can see exactly what is happening with their credit at all times.
The government also allows consumers to place free fraud alerts on their credit reports if they have been victimized or believe they have been or are about to become a victim of identity theft.
The issue really is with todays culture of time is money, said Ryan Barnett, director of application security at Breach Security, a web application security vendor in Carlsbad, Calif. Most people dont want to deal with these kinds of vigilant monitoring or clean-up efforts.
Nealy, the LifeLock spokesperson, conceded that the essence of her companys service is setting fraud alerts on behalf of its customers every three months, and monitoring the alerts for unusual activity.
She added that despite what lawsuits might allege, the companys $1 million guarantee is a promise to customers that if the LifeLock service falters, its customers are covered for up to $1 million of loss.
Considering these words, is LifeLock guilty of false advertising? Do the lawsuits have merit?
According to LifeLocks Davis, the answer to both questions is a resounding no. The man who publishes his Social Security Number for all to see scoffs at the pending litigation, and notes on the company Web site that he has asked courts to have the cases thrown out.
We believe the suits will be proved to be without merit because we follow the law and do exactly what we say we do, he wrote. I dont see where anyone has come even close to proving different or doing the job better.