In Japan, NHK is testing out little cameras embedded in TVs that watch you watching them, analyzing your movements and facial expressions to figure out what programs and advertisements you like and what you don’t. Is this a good idea or a terrible one? It could be both.

While most people might not be comfortable with cameras in their TVs watching their every move, the argument for it does sort of make sense: if your TV can tell what ads and shows you do and don’t like, it’ll be able to adjust what it shows you to be more of what you like to see.