Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

When you're going through an airport, you just want to get all the tedious processes over with.

The check-in, the lines through security, the submissive pose you strike in the X-ray machine, the disrobing, the remembering to take your laptop out, the remembering that some airports don't need you to take your shoes off.

It's tiring. 

Sometimes, you don't even notice when procedures have changed.

Recently, David Rogers was wafting through British Aiways security at Heathrow airport when he espied an interesting sign.

Rogers, you see, is an Internet of Things specialist. One can imagine, therefore, that he might have a strong detail-orientation.

"We are trialing a new process today and welcome any feedback," said the sign.

And, then, in capital letters: "Facial-recognition equipment tests."

Beneath was this explanation: "We're running tests here to assess how new equipment could speed up identity checks. The tests are voluntary. If you don't want to take part, just let us know."

Rogers looked at this and wondered. Then he tried a test of his own.

It seems that British Airways welcomes any feedback as long as you voluntarily do what you're told.

The airline did reply to Rogers' tweet.

It offered: "Hi David, thanks for your feedback. We're keen to hear what our passengers are feeling about the new facial-recognition equipment tests. We hope it wasn't too much of an inconvenience for you!"

How odd that the airline didn't direct its thoughts to the potential privacy intrusion and apparent ignorance of the meaning of voluntary.

I asked the airline for its voluntary views.

"It is voluntary for customers to take part in any trial taking place. We are sorry that the incorrect information was relayed on this occasion," a spokeswoman told me.

She added that no, no, this was all perfectly decent testing.

"There is no privacy issue here, as the gates simply automate existing processes, but we still have colleagues on hand to help customers who would rather face-to-face interaction," she said.

Please forgive me if I turn a touch skeptical.

I had a similar, awful experience with the airline's technology last year, when I was ordered to go to a bag-drop machine, rather than visit a human. 

You can negotiate with humans. Machines are infernally stupid.

Indeed, the machine ordered me to take a tiny amount out of my suitcase, even though my total baggage allowance was almost twice that of the case I was trying to check.

The airline subsequently told me that using the machines was voluntary. 

That would be voluntary in its Soviet definition, it seems.

As Rogers himself observed on Twitter: "The problem for travelers is that they are in a rush and it is at a real pinch point (security). They're really over a barrel."

Of course, facial recognition is the future. Because everything the tech industry says is the future must become the future, so that tech companies can make more money.

It's sad, though, that a supposedly customer service-focused business can treat customers quite like this.

Sad, but all too commonplace.