It is perfectly factual and correct that an individual may place his/her own fraud alerts at the three major credit bureaus. It is also correct that anyone can opt out of 3rd class mailings (which include pre-approved credit cards and bank checks) at no charge. However if your personal information is stolen either via a lost or stolen wallet or online that's where the real trouble begins. LifeLock will guarantee recovery of all monies fraudiently spent, hire lawyers at no cost to the subscriber and guarantee replacement up to $1,000,000. A good example of their service is using the experience of their very own CEO, Todd Davis. A clerk did not verify the ID of a check he cashed. Had it been you or me LifeLock would have done exactly what it is supposed to do: Recover the funds. This is what I pay for. I do not pay for services I can (and have) set in place myself. I pay for the $1,000,000 guarantee, the non-hassle of having attorneys take care of business for me and replacement of my cards and personal info in one easy step.