I listened to the 404 Media podcast about this yesterday and the author argues that the subject of the article’s ire is intended to be the researchers themselves. Specifically, the bad ethics of testing this integration on non-consenting individuals (even though it was seemingly done with good intent).
Luckily the researchers realized what the fuck they had just made and pivoted the project to being about how to break the integration (ie: opt out of facial recognition systems and freeze your credit score).
Where are you shopping?