Todd Davis, the CEO of LifeLock, an identity theft protection service, gave out his complete social security number in radio, television, and print ads, and on his website LifeLock.com. I remember hearing the radio ads. I can't remember exactly what the guy says, but he basically guarantees that his company's service will not fail right before he gives out his complete social security number on the air.
Eighty-seven people tried to steal this guy's identity and at least one of them was successful. Once this news became public, Mr. Davis and his company were sued in three different states on the theory that he should have known his services were not foolproof because his own identity was stolen.