I think it's a pretty reasonable response given malls and other places were scooping up bluetooth and wifi Mac addresses and using them to identify patrons. Sure, only Apple knows so it might possibly have some benefit to Apple and even less possibly a detriment to competitors, but it definitely increases privacy and I find that very compelling. Your iPhone/Android already knows where you are with location services enabled. I'd rather Apple keep everything as private as possible and it's not like their getting a huge data gain.