There has been plenty written about the creepiness of personal information intrusion in today's society, so I won't recap it here. But facial gestures in iOS worry me for two reasons:
1. People will give permission for it without realising their personal information, preferences and data will be collected, aggregated and used to build an overall profile of them as a person, to find the most effective way of convincing them to buy things. Much like the old flashlight apps that curiously required location permissions, it'll be permission creep all over again.
2. Facial gestures are involuntary. You don't explicitly give permission for the fact that X made you smile and Y made you frown because it'll happen before you're even consciously aware that you've done it.
Why do you think ad providers will optimise for things that make me happy? Why not optimise for things that make me worried, and more likely to purchase the answer whatever "problem" they are putting in front of me?