Lifelock CEO: Those claiming my identity's been stolen are wrong

Lifelock CEO Todd Davis was on the Today Show this morning. He's just said that people who claim his identity has been repeatedly stolen are lying. Davis advertises his own social security number as evidence of his firm's identity-protecting services, but last week reports emerged that disgruntled customers were suing Lifelock for false advertising.

"They're not. Those are attempts," Davis said, responding to a list of driving license applications offered by Matt Lauer. "These are some of the 87 people who tried to use my identity ... and were turned away."

The segment's intro narrative said, however, that at least one person had successfully stolen Davis's identity. This would make the CEO one of about 100 customers who the company has failed.