I 'd say mildly cool use of technology, considering the current state of machinelearning this doesnt seem groundbreaking. the creepiness depends on how it is going to be used. As I am not a facebook user, this FB-phobia seems a little bizarre to me. I am certainly not for throwing out all tech because of possible creepiness.
I'm not exactly a Luddite myself (my 4.19 Linux kernel is compiling right now) but I'm old enough to see a few trends come and go (47). I'm CREST accredited, MD with two partners and 20 employees.
I do have a FB account (named as per my name here) and don't get me wrong, it is quite handy for keeping in touch and having ads blasted at me in return. OK, I use Privacy Badger, uBlock O and a few other tricks to attempt to tame the tsunami of crap. As you say, it is very much: "mildly cool use of tech." but it is also insidious and corrosive when you look at the effect it has.
I am not advocating throwing out all tech (I'm fitting up Home Assistant at home right now, carefully) but I am pointing out that what is seen as normal today is not what was seen as normal a few years ago.
If you ever have a guest who takes a photo of other guests with a family picture in the background, Facebook's algorithms can correlate all the relevant metadata automatically. Your consent is not needed.
