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Most of what we're seeing for face and image recognition is being used on the enterprise end, such as eyealike's facial recognition that video publishers can use to weed out hidden copyrighted material. And what we do see on the consumer end is usually part of a game (albeit a very fun game) where you can see what celebrity you look like.
What MyFaceID is looking to do is take bits from each of these common uses for facial recognition, and market directly to consumers so that they can find images and videos that containing their faces, or other individuals that have similar facial structures as well. Using the proprietary technology developed by betaface, MyFaceID has already been used for SimpsonizeMe caricatures and in the promotion of the Microsoft Window Server. With the MyFaceID service, there are also a few fun tools, such as face morphing, which you can do with multiple images you've uploaded to your account.
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What's lacking on MyFaceID, however, is a good amount of content. Right now, the service seems to search based on its own database, which is rather limited, being that this is such an early stage for MyFaceID. Maja Gerent, the director of MyFaceID, had let on to some of the upcoming plans for the company, which should really help open things up.