This is a brilliant example of a powerful guarantee from LifeLock. They've intelligently named their guarantee the $1 million guarantee which instantly draws...View More attention regardless of what it entails. LifeLock claims they will spend up to $1 million to hire experts, lawyers, investigators, consultants and whoever else it takes to help your recovery which basically means members are given an insurance policy that could cover, at maximum, $1 million in expenses. It's a classic example of utilizing & promoting "up to" numbers which most always have a dramatic effect on buyer perception even though they represent the highest-case scenario & are usually unlikely. It's the idea that the dramatic number is "possible" that makes it work. People can imagine & believe that LifeLock would pay $1 million to protect them & honor their promise if they had to & that's a big deal. In dramatic, yet transparent fashion, LifeLock demonstrates just how much they believe in their product & that confidence transfers over to the customer, which is exactly what a guarantee should do.