I'm perfectly happy to let Google (and a few select others) collect, collate and monetise my data in return for the outstanding services it delivers me at no financial cost. I don't find the benefits of Facebook sufficient to allow it the same courtesy and thus, thankfully, don't have to suffer the desperate status updates of people I haven't seen in 20 years.
We've come a long way in recent times in our ability to talk about mental health. Increasingly people are able to admit when they're struggling, to realise that they need help, and we're slowly, albeit too slowly for my liking, chipping away at the stigma that surrounds mental illness. But then something like this pops up.
'Hype' might be more likely built up around the latest boyband, but many emerging technologies also rely on good marketing to bring in investment and support. Science might not get the queues (apart from the Apple store) but in the same way Apple has fumbled with the iPhone 6, many technologies are subject to a major backlash.