That has nothing to do with promoting progress and creativity, and all to do with privacy. Remember that photographs of people already have copyright protection. Why did they lump a privacy law into copyright? It's already dysfunctional as it is.

We moved past content scarcity decades ago and we are squarely in the attention scarcity regime. We use copyright against itself to have open source. We prefer interactivity and collaboration, as in open source, social networks or online games. Copyright stands in the path of collaboration and interaction.

Will companies now need to license "the likeness" of people too? Will "likeness" be property to be sold or rented?

- either the famous person cannot use their look if a lookalike refuses to agree

- or they have to pay all lookalikes to use their own image

- or the lookalikes get less protection under this law

- a person might lose their look-rights if they change their appearance to look like someone else

- someone who wants to go into acting might not get hired if they look too much like a famous actor