Both sides are really creepy. A possible benefit of this experiment is gaining more insight into detecting whether people are happy or sad. Advertisers might so

Both sides are really creepy. A possible benefit of this experiment is gaining more insight into detecting whether people are happy or sad. Advertisers might soon be able to adapt their ads to a user's mood, thereby reinforcing the artificial connection between the company and the user. Users will feel like the brand really understands them.