One of my favorites quotable quotes has to do with how things are marketed to you:
Any business relationship predicated on a lie, no matter how trivial, will inevitably go downhill from there.
Liars play their hand early. When you answer the phone and someone says "how are YOU today?" they are lying to you, as they really don't care about how well you are doing. When you get a piece of mail that says "urgent!" when it is just an ad, or is faked-up to look like a tax refund check or something important - to get you to open it - they are lying to you. When a commercial says you can "lease a new car for $199 a month!" and you get down to the dealer and realize it will cost far more than that, they are lying to you.
People who lie to you at the get-go aren't going to become more honest over time. Just walk away from deceptive advertising, practices, and come-ons. Every time you send business to people to operate this way, you encourage more people to do it - and drive out of business the few honest people left.
That and how they used fear to sell the service. Your life is about to be stolen! But of course, these "identity theft" things are all overblown - the statistics are skewed because any credit card theft is now cataloged as "identity theft" even though the consumer doesn't lose a penny in the deal. Real identity theft - where someone opens a bank account or takes out a loan in your name, rarely occurs, and when it does, 9 times out of 10, it is a family member or friend who does it. And no, you are not liable for some idiot bank loaning money to an impostor. It may take time to straighten out your credit report and deal with collection agencies, but it isn't quite the end of the world.
It is like the annualcreditreport.com site. Not heavily advertised, as it is a government requirement. But the one that charges money? They have funny commercials and a neat jingle! The free one is the better deal, of course. But many people go for shiny trinkets and loud noises - with predictable results, of course.