With the absolute chaos in the streets right now + the leak of information in the aerie and some very public noteworthy figures having been in it, one of the angles Ian would take is that they could upsell it for a shitload for wealthy or political/famous clientele. With law enforcement so overworked and the new Shrike inspired uprising, it's dangerous to be a famous face. Hiding it would be an extra layer of personal security right now for people who are forced to travel through streets / crowds / public lobbies or businesses for any reason.

It could work on the same kind of wavelength as an advertisement, and could probably even use models or existing ad campaign actors/actresses as the face cover -- it would be obvious with any prolonged interaction that it's a projection when the face doesn't visibly react, or move with the wearer's mouth when speaking. When noticed, viewers can mute/turn off the projection at will on their end and the display would disappear for them until the next time the wearer turns it off and back on again generating a "new advertisement".

Other uses include situations where embarrassment or discretion is key -- patient confidentiality, witness protection, facial impairment due to wounds/injuries/augmentations gone wrong leading to a general discomfort presenting bare-faced in society.