Sometimes there are benefits to a fad that we don't really see as developers. In my industry we call them "press release features". They may feel useless or even degrading to be developing, but they can have actual monetary value. For example a bank in the US just made a big splash by announcing that they will "support iBeacons". How will they be supporting iBeacons? I have no idea. I'm not sure that even they know. It's not important. What's important is that they got a lot of media attention, and give themselves a veneer of progressiveness.
What if they believe that Wikipedia has some huge bias and are spreading propaganda
Seeming how Wikipedia has already been accused of bias in the past, I see this as a very relevant example.
They aren't sending your biometric data all over the internet. They verify your identity on device and then send a token around.
Scientists will study your brain to learn more about your distant cousin, Man.