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Correct. The said vending machine was collecting data without users consent. And because it was facial recognition data it means that the collected data can be tied to an individual.
It would have been different if the collected data was just a counter which indcated the number of users of that machine. These kind of data could not have been tied to a specific individual.
There is an eerie resemblence between the smallest neuron and the largest structure in the universe - Galaxy Filament