From National Journal:

Caleb Watney, a fellow for emerging technologies at the center-right R Street Institute, largely agrees that the market can sort out the more intrusive private-sector uses of facial recognition.

Theres certainly some weird and hard questions about when people aren’t clearly opting in, Watney said. But for a lot of consumer-technology applications, like photo storage on the cloud or social-media networks, or which iPhone you’re using, I think consumers have plenty of choice. And thats a powerful deterrent.

Watney scoffed at some of the advocacy community’s rhetoric around the technology, suggesting any claims that facial-recognition technology is as dangerous as plutonium are little more than sloganeering.

They’re painting with too broad a brush, he said. They’re taking the worst-possible-use cases they can imagine and then saying that is the entire category.

As with most emerging technologies, I think the best way to handle it is regulation on a case-by-case situation, Watney said, arguing that things like the use of facial recognition to unlock smartphones helps preserve privacy rather than undermine it.