I mainly saw it as a new tech they've likely been testing on us for awhile (i.e. biden weirdness). I never thought about using it as using it to fake being someone else. You could create fake people and just use the same person over and over again. They take all the heat for the craziness and just rinse repeat.
AI just keeps getting more wild in terms of things I didn't think about doing with it. Although, it could just be mask tech. But I could see it being very capable combined with some AI gen stuff in small ways that way you more natural facial movements intact.