LifeLock still can't protect the identity of CEO

May 18, 2010 11:05:38 PM PDT
He put his Social Security number on TV, billboards, online and in print and dared thieves to steal his identity and they did -- repeatedly.

LifeLock CEO Todd Davis says he's confident enough to reveal his Social Security number because LifeLock is protecting his identity.

However, the Phoenix New Times is reporting that identity thieves have managed to get loans, credit and cell phones in his name 13 times.

7 On Your Side looked at Davis' company in 2008 and found that the services it provides are actually available free with a few phone calls.