The endgame is to be able to have your fingerprint in every device you own, and it is not going to be optional. So that no matter if you uploaded a photo from your phone, an ipad, your PC - they will know it was you. It's going to be embedded at every level of the stack, from a file - right down to the silicon (if Intel's involvement is any indication). They want to know every piece of content you create and distribute, not so that they can trace it back to you - but also so that they can ultimate shut you down if you don't live up to their standard of "good citizen".