Facial Recognition is coming along with all other sorts of identification. They key to making sure these are not abuse is to get embedded into the process of making them. This way issues of privacy, accuracy, and accountability, can all be addressed.
Currently far too many here, especially here, are the head in sand type. If they shout it down and declare it evil and see a big name step down they declare it fixed. Ignoring the fact the world is a big place and other companies and countries really don't care what your opinion is. So get in there and make sure where you live that this technology when it does become common place has the structures in place to protect the individual.
Because you can damn well guarantee it won't be corporations abusing it, it will be politically oriented groups who will exploit it. You think the cancel culture is bad now with their name and shame combined with using sycophants to leak records if not outright court challenges to sealed records, wait till they abuse this
I am very worried that there will be a lot going on behind the scenes. Public cancel culture is bad but secret cancel culture is even worse.
So because it's going to happen anyways, get on board or else?
I'm not a follower of defeatist thinking. Large structural changes can happen, but only through persistence and focus.
Saying "it's not worth it" right from the get-go is a self-fulfilling prophecy.
-- Hannah Arendt
Of course, it's entirely possible that in the end, controlling these practices will require legislation (either to prohibit, or regulate, or at least disclose where this is being done.) If that legislative fight happens, it will be very helpful to not have the most largest and most politically-connected tech firms depending on this stuff as a key revenue stream.
I suspect the companies you are mentioning didn't pull out for ethical reasons but because they have other products and don't need that market.