The first time you use the new turnstiles they’ll have your face. They’ll then compare that image with every time your ticket is used to see how many different people are using the ticket, and what demographic you are (age, address, frequency you visit the Etihad, how much you spend at concessions and in the store). They’ll also check to make sure your face is the same age profile as the ticket being used. Once they have the photo and demographics they can do all kinds of things. Even comparing your photo to your data to see things like ethnicity, how affluent you are, life expectancy. They can feed this into their marketing profiles and activity and financial projections, to squeeze every penny out of every seat in the stadium and more importantly so that they can prove to sponsors who’s seeing their brands to drive up that revenue stream. Data is the new oil. They won’t admit they’re doing this. Then they’ll bury it in the T&Cs of next year’s tickets.