Coke in RFID + Social frenzy

It's been done before (XBox did it with drinks etc. at their Sessions gigs) but we've never seen it on this scale.

Attendees at Coke Villages had RFID wristbands that were linked to their FB accounts. It made it easy for them to like activities, as well as auto-tagging them in any photos they appeared in.
 
We're not sure whether to be amazed or appaled at the potential of this technology to make our every activity visible online.