Although misleading, this guy’s ads have always been more for insurance than prevention. And that’s because his firm has no advantage over other firms in providing protection. Their gimmick is the risk he’s taking and the insurance. Now, in the article, it states that the insurance limitations are so narrow that even the insurance is a gimmick. Like just about everything else in the security or technology areas, if something looks too good to be true, it’s probably not true.

Fraud-prevention pitchman becomes ID theft victim - CNN.com
Todd Davis has dared criminals for two years to try stealing his identity: Ads for his fraud-prevention company, LifeLock, even offer his Social Security number next to his smiling mug.

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.