The interactive feature has provided more than just novel entertainment, though: the MIT Media Lab scientists behind the demonstration have used it to collect an enormous trove of facial expression data that will contribute to research on human-computer interaction.

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But more recently, a real trend is emerging toward the use of data as a form of self expression.

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Last December, the NEJM editors published a strongly worded "expression of concern" arguing that Merck left out relevant data about cardiovascular problems that occurred among patients taking Vioxx in the trial, called Vigor.

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However, the further retention of the data should be allowed where it is necessary for historical, statistical and scientific research purposes, for exercising the right of freedom of expression, when required by law, or where there is a reason to restrict the processing of the data instead of erasing them.

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