What makes it simply virtue signalling? And what kind of teeth do you want? It isn't the strongest but allowing individuals to sue[0] is a lot stronger than just saying "please don't do this." It isn't necessarily about defeating the evil forces of facial recognition but it is about trying to get a handle of the situation before it gets way out of control.
[0] https://onezero.medium.com/portlands-radical-facial-recognit...