It looks like a mix of Snapchat and Instagram. Well they had to do it. Now let's see how it will be seen by people. 7 days is a bit too long in my opinion.
In my opinion, this erosion of freedoms is closely related to marketing departments that are now established practice in every IT company. Technological interest becomes an interest in profit, or at least these two become entwined, and in an environment driven by competition, the marketing strategies become very aggressive.
For example, review sites are frequently manipulated by fake posts, and new products that are introduced into the market find it inevitable to do the same because otherwise, they won't get the required visibility to back-up the investment.
And there's an elaborate online tracking mechanism established to follow the user online to obtain his/her purchase history, interests and desires, to push ads to the face, and this is done (although not always) without users consent, limiting online freedom.
I think there are lots of lessons to learn from Cambridge Analytica scandal, or from the practices of ClearView AI that are cooperating with law enforcement providing them facial recognition technologies.