It's just an extension of a trend.
Companies now file patents for software/apps that merely (procedurally) mimic human behavior/interaction. No invention. Just mimicry by code that immiates the inherent procedures and logic for human exchanges of information and ideas. No new tech, like the creation of fiber optic technolog. Just code immitating life.
That's like claiming exclusive rights to human behavior and human interaction.
"Well, our patent application articulated a 'system and method' for uploading an image to a database and then . . . "
Argh. Eventually the only way anyone will (attempt) to make money is by suing everyone else for violating their "system and method" patent.