Not sure about the "show faces" though: this seems more like an old idea; even though it's nice to mention who/where, it's strange to use that as a major selling point in 2020.
The difference though: Show YOUR face – let me explain!
We are so used to seeing stock photo models, stolen social media images or AI generated images of Humans that the simple act of showing a Human face is not helping much with gaining trust anymore.
In spite of the mass of new offerings, startups, products etc., getting trust from your potential users is key: Who is making the product? Are they even real? Can I identify with them from a cultural and diversity standpoint? Will they understand me & help me solve my problems?
In that regard, showing who YOU are, using your personal brand to drive a product or service is more important than ever!
I do agree about the "YOUR", but not about trusting a product because of a face. This idea produces a huge biais based on stereotypes (or even on the quality/smile of the picture). When I pick a product, I'm interested in the product, either it is done by that person or another, it doesn't matter if the product does what I need and does it well. Also, basing the idea that the product might be good because of a face is too much a tinder-world, but what is important if you talk about WHO is the conversation/the story, not the look.