This is a rich person service. Don't feel bad for them. What they're buying is someone else to watch their credit so they can go do whatever they want. The other customers are corporations that get hacked and then have to pay for credit monitoring.
Yep, in a sense, buying lifelock is really a "long" position on future data breaches. The money comes from companies buying 100k+ "seats" after they lose a bunch of pii.
Which is interesting right? "security" company essentially betting that security measures won't work.
I suppose they're at least in a good position to have some insight on that.
Betting that security won't work is called defense in depth. Security people are paid to be paranoid, so if one level fails you hopefully have another. It's like keeping a gun by your bed, even though you feel confident in your lock.
I didn't say poor, I said not rich. Unless you're going to claim anyone who can afford an extra $10 a month is rich, I don't see what point you're trying to make.
Actually it is even more than that if you look at the chart for LOCK (https://www.google.com/finance?chdnp=0&chdd=1&chds=1&chdv=1&...). Check out the price increase since Nov 11th. Insider trade much?