If you look at how it started, Mark Zuckerberg was originally fascinated w/ this idea that there’s a sliding scale of attractiveness that can be calculated exactly by scoring “faces” with computer software–he originally used the “HotOrNot” algorithm, which is an interactive survey, a rating system: “X face is slightly more appealing than Y face.” I think he wanted to know where he fit at Harvard in terms of attractiveness. (Somewhere near the ugly end? Hah.) These top students are trained to measure themselves by SAT scores and GPA scores, why not a “face” score too?