Privacy professionals and journalists have rightly noted that the real scandal here isn’t that FaceApp is an outlier, but approaching the industry standard. The vast majority of apps we download have bloated, hard-to-read privacy policies. They’re written by teams of highly paid lawyers looking to grant as many permissions as possible to the companies at the expense of the users. Once installed, apps are quietly sending sensitive user data (location, photos, microphone and gyroscope information) to ad networks, data brokers and other massive technology companies.

Not only are users unaware, there’s almost no good way to monitor this happening or to know where all that information eventually ends up. And it’s not just apps. Our biggest tech platforms and the tools they build all run off the personal data we shed.

Whether it’s the countless, massive data breaches or politically-focused scandals like Cambridge Analytica, we’re beginning to understand technology companies less as gadget makers and magicians and more as powerful monoliths who’ve stripped us of agency and control. A broad privacy reckoning is underway, though we’re still in the earliest days.

But these reckonings don’t just happen. They require a spark. Cambridge Analytica, which remarkably connected Steve Bannon, the Mercer family, Facebook, psychographic profiling and the 2016 Trump campaign, was such a spark. To date, it’s still unclear exactly what role psychographic profiling or Cambridge Analytica played in the 2016 election, if any. And, like FaceApp’s scandal, portions of the outrage may have been misdirected, overblown or incompletely reported.

What’s important about Cambridge Analytica is that it was not merely outrage from professionals, but a true cultural moment that forces us to collectively reconsider the potential implications of the technology we’ve built. Even though we absolutely shouldn’t equate this week’s FaceApp scandal with Cambridge Analytica in terms of importance or scale, FaceApp’s viral rise and fallout is also a mainstream cultural moment that has people thinking critically about their apps, the terms of service they agree to and their privacy.