Clickbait headline.
SSNs have been understood to not be a reliable “secret” for years and were never intended to be one.
The solution has always been to quite treating them that way, not to repeat the same mistake of creating yet another database full of new SSNs which would also be quickly compromised.








The marketing mixes metaphors, talking about gardening, growing, curating… all part of sustainable process that includes plants dying.
It also uses words like forever and permanent.
Having content live forever is at odds with metaphors of the natural world, where things naturally die.