Before you start freaking out, hold on. They just wanna know who's in your living room. That's all. It's for a really cool features, really! When you turn on your TV, the box will recognize you and make recommendations or pull up shows in your profile. Still not sold? Well, if it detects kiddies in the room, parental controls will pop up to block naughty content. Oh yeah, and it'll serve up custom ads, just for you. Awesome-o, right? Well, don't get too excited, it's still in testing. [NewTeeVee]