Earlier this week, Facebook expanded the roll-out of its facial recognition software to tag people in photos uploaded to the social networking site. Many observers and regulators responded with privacy concerns; EFF offered a video showing users how to opt-out.

Tim O’Reilly, however, takes a different tack:

Face recognition is here to stay. My question is whether to pretend that it doesn’t exist, and leave its use to government agencies, repressive regimes, marketing data mining firms, insurance companies, and other monolithic entities, or whether to come to grips with it as a society by making it commonplace and useful, figuring out the downsides, and regulating those downsides.

... We need to move away from a Maginot-line like approach where we try to put up walls to keep information from leaking out, and instead assume that most things that used to be private are now knowable via various forms of data mining. Once we do that, we start to engage in a question of what uses are permitted, and what uses are not.

O’Reilly’s point—and face-recognition technology—is bigger than Facebook. Even if Facebook swore off the technology tomorrow, it would be out there, and likely used against us unless regulated. Yet we can’t decide on the proper scope of regulation without understanding the technology and its social implications.

By taking these latent capabilities (Riya was demonstrating them years ago; the NSA probably had them decades earlier) and making them visible, Facebook gives us more feedback on the privacy consequences of the tech. If part of that feedback is “ick, creepy” or worse, we should feed that into regulation for the technology’s use everywhere, not just in Facebook’s interface. Merely hiding the feature in the interface, while leaving it active in the background would be deceptive: it would give us a false assurance of privacy. For all its blundering, Facebook seems to be blundering in the right direction now.

Compare the furor around Dropbox’s disclosure “clarification”. Dropbox had claimed that “All files stored on Dropbox servers are encrypted (AES-256) and are inaccessible without your account password,” but recently updated that to the weaker assertion: “Like most online services, we have a small number of employees who must be able to access user data for the reasons stated in our privacy policy (e.g., when legally required to do so).” Dropbox had signaled “encrypted”: absolutely private, when it meant only relatively private. Users who acted on the assurance of complete secrecy were deceived; now those who know the true level of relative secrecy can update their assumptions and adapt behavior more appropriately.

Privacy-invasive technology and the limits of privacy-protection should be visible. Visibility feeds more and better-controlled experiments to help us understand the scope of privacy, publicity, and the space in between (which Woody Hartzog and Fred Stutzman call “obscurity” in a very helpful draft). Then, we should implement privacy rules uniformly to reinforce our social choices.