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Worth noting, there is a difference between “lock” and “freeze”. See this article for the difference but I believe freezing is preferable https://krebsonsecurity.com/2018/09/credit-freezes-are-free-let-the-ice-age-begin/
Freezes are free now and my experience has been they are instantaneous for freezing and thawing.
If advertising is meant to get attention and spark conversation, then goal achieved.