The chapter mentions new facial recognition technology that marketers will soon use to classify shoppers in terms of their appearance so they can serve up ads that appeal to people in certain demographic categories. This makes advertising more useful because it reduces the amount of irrelevant information we will see. However, is there a downside to this technique? Do you see any potential for negative applications that use (for example) racial profiling to decide what information consumers should receive? Do the potential benefits outweigh these negative applications?