Re: I don't understand all the ramifications, but...
You do not and cannot own copyright to your face, copyright is for created "man-made" works. What you have is "personality rights". I can take your picture in a public place..
Ah.. Be wary of your background. Like buildings, being man-made can have their own image rights that may or may not be pursued depending on it's architect, owner or trustee. Notable examples being trying to take pics in/on the Underground. Partly for safety, ie dazzling drivers with flashes as the're pulling into a station, people tripping over news/film crews or just selfie takers becoming crispy critters after falling off the platform. And it has a media unit for flogging commercial rights and managing pesky 'elf & safety issues properly.
Then there's the National Trust. Woe betide anyone trying to do commercial stuff in/on properties given over to the 'public trust' because they'll also flog you licences.. Like you say, when it gets commercial, it gets complicated. I think this case is interesting because it's a bit of copyright, and moral rights. So if a 'personal' image ends up being commercially exploited, it seems only fair that the copyright holder benefits, even if that may not have been the intent when the pic was taken.