This is why the Wired article seems a little exaggerated to me.
1) He will never be responsible for any of these claims from merchants ("seller beware")
2) Any major transaction would not go through since they'd pull a credit report and see his profile is frozen (I believe LifeLock just freezes credit for you on your behalf)
Given the above, it seems like this is a trade-off between the time spent getting this stuff off your credit report (I think you would just file an error with the bureau, but perhaps it's more involved), vs. the benefit gained by the marketing tactic.
A bit further into the video, it says WalMart, eBay, Google, etc. all have these boxes installed. I'd be surprised if he's able to trick all of these companies into buying some fake technology.
I think he's referring to the sidebar, which is what I noticed right off the bat as well.
I disagree -- the sidebar looks and operates in a similar manner to Bing's. At the very least, they separate the categories of content just like Bing does (All results, images, videos, etc.).
1) He will never be responsible for any of these claims from merchants ("seller beware") 2) Any major transaction would not go through since they'd pull a credit report and see his profile is frozen (I believe LifeLock just freezes credit for you on your behalf)
Given the above, it seems like this is a trade-off between the time spent getting this stuff off your credit report (I think you would just file an error with the bureau, but perhaps it's more involved), vs. the benefit gained by the marketing tactic.