I realised what they were doing on the second photo/video. OMG that's the most terrifying thing I have seen in ages. Amazing, innovative, tipping-point-sign, but still, terrifying
I was scared at first too until I realized we're talking about people already taking photos for the purpose of posting to Instagram anyway. It's involuntary surveillance while participating in voluntary surveillance.
How many involuntary social media photo and video backgrounds do you think someone living in NYC or SF is identifiable in every day? I would venture to guess, enough to track a lot of their life. The only thing I see stopping anyone from making this site today is the challenges in scraping large quantities of public data from social media sites. Once you have the data, the rest seems like a solved problem.