I suppose it depends how deep the rabbit hole goes.
I am guessing that it started with random HR woman who looks up a candidates Facebook profile and sees loads of drinking images (cf Danish Prime Minister)
But turn that into a small company that just looks for drinking references for New Yorkers at a certain age and can correlate to "unsafe drinking behaviour" - now the corporate background checks that once were just criminal record checks and university attendance can add a "gold" service - they are just getting a rating from a cottage industry provider now - but it's the same idea - count number of photos with a cocktail in hand.
I am just putting it out there - it's just there are so many options.
To a large extent monitoring and aggregating out behaviour is what "social media" advertising is - but the same thing is likely to find other commercial uses as well as the big fundamental society changing effect of all of us being able to monitor our behaviour - and do so in medical context - your behaviour monitored in the best interests of the patient.
