The seeds of Lowe's success were sown during a desperate period of identity crisis in the early 1990s.

FORBES: Merchant Princes

The question is, can you wait out the period when people become familiar with your new identity?

FORBES: Magazine Article

The three economists looked at 12, 000 credit-card accounts at one financial institution (whose identity they don't disclose) over a two-year period ended June 2002.

WSJ: It's Easier to Return Those Unwanted Gifts

Identity theft has led the consumer concerns in FTC complaints for that entire period, and its not hard to see why.

FORBES: Yet Again Consumers Rank Identity Theft As Top Concern