I first thought it was a camera but there was no point, After some searching I found that these things could communicate optical, so that might be it, if so how do they work?
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My off the cuff thought is that it may be used to change the content on the tags. Show it a specific QR code and it updates the content.
They cynical side of wants to believe that it’s being used to gather shopping analytics and correlate it to facial data.
These run on coin cells and have very little power. It is literally just an IR receiver.
Not everything is there to spy on you.