Since there are salaries to be paid as you point out, it is possible for a company to generate NEGATIVE revenues for a year. Especially public companies, who can pay for those expenses by selling shares... Food for thought.
Also, exactly what kind of Identity Protection Service can be provided by a one-man operation using call-centers to answer his phone? Seriously, what does a subscription include?
They PR'd a 27% increase in subscribers? Going from 4 to 5 subscribers would be a 25% increase... Very deceptive claims, much like all the hype surrounding being able to accept credit cards (I can accept credit cards too, not that I have any reason to).