LifeLock is a company famous for advertising "identity theft protection services" and its "million dollar guarantee" by printing the Social Security number of its CEO Todd Davis all over the place. What the company failed to tell consumers was that Davis's identity wasn't as safe as they wanted you to believe, and there have been numerous attempts to steal his identity, at least one of which was successful. This month, the Federal Trade Commission and LifeLock entered into a settlement agreement which required LifeLock to pay $12 million and quit lying about their services. What's funny is the difference in spin between LifeLock and the FTC. While LifeLock spins this as a good "agreement" between them and the agency, which will put in place advertising standards for their whole industry, the FTC makes it clear that this settlement is a result of LifeLock making false claims in its advertising.