i'm on vacation, being a bum drinking beer / watching the idiot box

& came across an interesting commercial for "life lock" identity theft protection. normally i don't blink an eye at commercials. this guy is driving a big truck in a major city w/ his social security number on it in big block letters. he' hawking people on the street w/ a bull horn, telling about the service he's offering. for 10 bucks a month or a year ( can't remember which) they will protect your identity & finances from con artists, dumpster divers, hackers, etc from milking you out of your assets. if you get screwed by any of these crooks, they'll have you insured up to 1 million bucks. to good to be true?? another scam?? what?? i'm curious for feedback. this i.d. theft stuff is quite serious today. a person can be wiped out in a push of a button. but then a 29 dollar paper shredder from wally world may be cheaper than the life lock. opinions??