It literally is a scam. They were sued for the ads claiming their CEO never had his identity stolen after advertising his social security number. Turns out it was stolen multiple times. That's why you never see the ads anymore.

(and apparently the FTC is after them AGAIN): http://fortune.com/2015/07/21/ftc-lifelock/

It's not unique. McAfee, Symantec, etc. are scams too, and they're worth billions. AMEX is a scam and it's worth billions.