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(AP Photo/Mark Lennihan)

(Bloomberg Business) — Anyone who isn’t in a high state of alert about safeguarding his or her identity is either in massive denial or is a fatalist. The data breach at Anthem put about 80 million consumers at risk of ID theft, states are seeing a spike in fraudsters using stolen identities to file for income tax refund checks and new hacks seem to be discovered every week. That’s made ID theft protection a booming industry, with new products being launched and existing ones tweaked to help with, and profit from, the anxiety.

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