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Right, and the end game is some utterly mundane non-issue like showing me ads that I end up blocking or finding the best spot in the store to put cans of soup.

That's where all this hyperbolic "OMG they took my picture and now they have total control of my life!!1!1" hand-wringing falls flat.

I care about privacy too, but come on. It's not voodoo. If you're not going to be serious about the real risks it's hard to take seriously.

After all this discussion, I've yet to hear an explanation of the actual mechanism by which, say, Macy's having a picture of me in their store allows them to exert control over any action I might want to take.