What next?
- give Amazon or another vendor your credit card, now any Google Images picture with your name and face is your avatar?
- what about the reverse? Say, all public and commercial servcices have access to a sophisticated real-time face-recognition app based on public (or private) Internet services. Every time you enter a cab, a discrete and inexpensive camera, uploads your face and returns a name and some background information. Now the taxi driver asks how you are by your first name and asks would you like to go "Home", "Work" or "School", because from their perspective they are adding customer value?
I can see all sorts of problems and this is just the start...
I would be very surprised this did not violate EU and UK privacy directives if the BA programme is not strictly opt-in, even for the type of high value customers they are targetting.