A glimpse into the near future. Google and Facebook have highly advanced face-recognition tech already in place. They just don´t want to spearhead it´s application. But they will roll it out to the masses, as soon as the initial outcry has settled...
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Yes, I'm pretty sure google & fb are selling it as an improvement for their users as soon as they are convinced they swallow the pill. I remember when the popular app MSQRD (which creates funny real time masks) was instantly bought by facebook. I'm pretty sure they were very interested in the technology of face recognition behind it.