You’ve all probably seen or heard the ads for LifeLock, the company that provides insurance coverage against identity theft and credit fraud.  CEO Todd Davis, to make a point, plasters his own social security number all over the company’s ads and dares criminals to steal his identity.

Apparently, somebody took him up on the offer.  According to the AP article, 87 people have tried to steal his identity, and 1 person succeeded.  The thief managed to borrow $500 from a payday loan service in Davis’ name, using his social security number.

Ouch.

And, according to the same article, LifeLock is being sued by its own customers in Maryland, New Jersey, and West Virginia, over claims that it doesn’t provide the protection it promises.

Ouch again.

Folks, this is what happens when you make a claim that is not authentic.  You may rise to stardom on the tails of a lofty promise.  But when the truth breaks….AND IT WILL….IT ALWAYS DOES….you will crash and burn.