I think it's less about "look at these [creepy] things" and more about "hey guys, you saw all this text when Facebook broke, this is what it is." At least, that's how a lot of my non-tech friends seem to be taking it.
It's creepy on Facebook, but with any cloud photo storage, like Amazon's or Microsoft's, being able to search for "ocean" or "plants" in your own photos is really fucking cool.
Note: You can do this in Apple's Photos.app and the analysis is done 100% locally on your computer.