This is basically a door people counter made for areas where you couldn't have a door. Malls used that tech 30+ years ago, little LED sensor that counted up every time the beam was broken. Small LCD screen usually at the bottom of the gates you pass through going in. If not a gate, then usually a beam with a reflector on the other side and the screen was on back of the beam/sensor unit.
For this use case, easier to count active mac addresses to figure out how busy each area is, doesn't have to be precise but it lets the town and advertiser know whether it makes sense to install a sign somewhere. Gives a general idea of ad impressions and is way cheaper and less intrusive than using cameras.
With that out of the way, I'd be more concerned if these were like other kiosks that also broadcast wifi and that connection was collecting unique information. This should be the main concern, this is where the good easy to correlate personal information is. That and cameras on advertising devices that do face/attention recognition.