This essay aims to analyze and evaluate the In the Matter of Everalbum, Inc. case. The paper discusses the Ever facial recognition application, its history, how it was developed, and the effects of the user deactivation process. The following section outlines Section 5 of the Federal Trade Commission Act, focusing on unfair trade practices. The third section lists the issues in the case. The fourth section outlines the Decision and Order from the Federal Trade Commission regarding how the Commission demanded how Everalbum was to behave in the future. The comments by David Valentine and World Privacy Forum are summarized. A critique of the Order is provided, noting that by demanding that Ever album delete and destroy its facial recognition technology, the question of who then owned the technology is paramount. The essay concludes by observing that a balance must be struck between the benefits of employing facial recognition technology and its unknown and possibly unknowable detrimental effects.