A few years ago, Google came out with an Arts and Culture app that gave users access to artwork from a multitude of worldwide museums. Want to see paintings or sculptures? Here’s your app.

In the past month, Google added a new feature to the app. Upload your face and it will try to find a ‘match’ with a piece of art. Want to tell your friends that you look like a famous painting? Google can help.

Of course, one has to remember the first rule of the internet: When the service is free, the product is you. Google gives you a ‘match’ (most of the ones I’ve seen are pretty iffy) to a museum piece and you give them a face to add to their database. They then analyze your facial characteristics with your search habits, browsing habits, shopping habits, email habits and any other habit they can get their greedy little tentacles on to figure out what you should be seeing, doing, buying, etc.

If the National Security Agency or the FBI tried to collect this kind of information there would be huge outrage. But in exchange for a little social media fun, it looks like millions of people will voluntarily give it up to Google. What ever happened to “Don’t be Evil”?