It's an iPhone/Android cell-phone trend that's perceived and accepted by younger generations as a customizable feature or for personalization. Does nothing for me either. The reason I gravitated toward the NEX is because it allows me plenty of scope to get back to the very grass-roots of photography... so I don't care much about bells and whistles.
But still, I can understand that it is a valid capability that will definitely generate sales (both cameras and apps). The lines are continually getting blurred these days when it comes to internet capable phones with built-in cameras vs modern cameras with built-in internet capabilities. Sony is just keeping up with the times, if we don't need it, we don't have to use it... no harm done.