False Advertising?

Todd Davis of LifeLock gives out his Social Security number on his commercials, claiming that his LifeLock service is so good, he can do this without worry. His little stunt has brought quite a bit of attention to LifeLock. The problem? It doesn't work. Reports circulated all over today about how frequently Todd Davis's SS number has been misused and abused. I'm sure with a successful company and an army of workers to clean up the fallout of misuse of his identity, can the same be said for you? Clearly LifeLock isn't as bullet proof as Davis would have us believe.

But is what Davis doing any worse than an infomercial that promises far more than it ever delivers? In a world scared silly of identity theft, this deception has made far more headlines than your average ineffective stain remover for fraudulent claims. I'm not saying I approve of this kind of deceptive advertising, and maybe I'm just jaded, but shouldn't a consumer always be wary of any claim that seems too good to be true?