Facial recognition - is it something we should worry about?

I always felt that our modern society was becoming more and more lackadaisical with our privacy and data. No-one really seemed to care about privacy or how their data was being used. Then came along the EU's GDPR regulation and to some degree things changed. I think the thing that changed was that we began to realise there was some value in our data, that that value could be greater to others than we thought, and actually, protecting that data wasn't the primary concern of the people we were sharing it with. But did it change our behaviour?