The source describes the introduction of Zenni ID Guard, a new $15 lens coating offered by the eyewear company Zenni designed to thwart facial recognition technology. This unique coating uses a subtle pink tint to reflect infrared light, which is the spectrum utilized by most face-tracking cameras and devices. Zenni markets the product as a privacy tool that can prevent involuntary unlocking of devices like iPhones via FaceID, especially when the user is asleep. However, the larger claimed benefit is offering protection from public surveillance cameras and marketing systems that scan faces in retail environments. Ultimately, the text suggests that while the product is sold as a defensive privacy measure, it is also a clever marketing strategy capitalizing on growing public anxiety about facial recognition.