The JPEG standard is particularly useful for driving a relationship engine like Facebook’s. Its efficiency and ubiquity mean more pictures are taken, uploaded and accessed, particularly in mobile space where size is important. Furthermore, during the process of JPEG-encoding, other data can be written into the image file: camera settings, time of imaging and even location. All of this metadata is useful for a system that thrives on possible connections (all the images taken on my birthday; all the photos from my holiday, etc.). This automatically generated metadata combines with the additional metadata we add manually when uploading, filing, and tagging a particular image, making our JPEGs even more powerful for Facebook its corporate customers and anyone else needing information from the relationship engine.