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Well, we are used to the kind you spoke of already. Soda, fastfood and car brands are mentioned in films and music videos. But if some Javascript adds a soda bottle to my friend’s picture, I can see that as a potential violation (if you use facebook, you would probably get a “You and Bob have friends for ten years now” greeting slideshow... made by facebook with effects. But I haven’t heard anyone sueing FB yet).

What if instead of adding a soda bottle, they recognize there's a soda bottle in your friends' posts already and bump those images up in your feed?

That’s a good point, maybe I misread the initial post.

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