Until recently, the most common uses of facial identification systems have revolved around security and access. For example, it has been used by US border staff to speed up arrival checks, while the technology can also be used by corporations to control access to their facilities. However, its uses have started to go beyond security, offering exciting possibilities for commercial users. Medical organizations have used it to detect facial types which suggest vulnerability to certain conditions, and dating sites have also harnessed facial recognition to match people with similar faces. Analyzing facial contours can also be used to match faces against emotional templates – giving retailers an idea of how customers are responding to the products on offer, the behavior of staff, or the layout of the store.