credibility: its about security not character

After being weirded out by a LifeLock advertisement on TV, I did a Google search on the company and found a great article on Wired. It turns out that one of the company’s founders is suspected of identity theft and customers of a former business he ran ended up having their identity stolen. LifeLock is a company which claims to “protect your good name” by preventing identity theft for $100 a year. To the right is the LifeLock logo, note the human-pad lock and the byline.


What I find most fascinating / terrifying about LifeLock is its marketing strategy, that “your good name” can be protected through security. Credibility, according to this company, is about preventing your identity from being stolen – about securing your identity. Of course to sign up you must turn your identity over to LifeLock by providing them with your First Name, Middle Name, Last Name, E-mail Address, Mobile Phone, Home Phone, Address, Credit Card #, Birthday, Social Security Number and so on…

Did I mention they have a special deal for kids? No joke

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