TI is a bit more friendly in this regard, see video in below link.
I'm interested to see if anyone could potentially implement a lightweight data format for send/receive to create an open system for communicating from app-to-mote. Right now, any iPhone receiver app on the store wouldn't be allowed to download any drivers, however a common application-layer protocol transmitting JSON would probably work. After all, it wouldn't be code, just rules on how to interpret it.
Look at all the things around you in daily life with awful user interface devices, and yet you almost certainly carry a really nice UI device in your pocket and probably have a really great device in your bag.
Also, interesting to see the chipcon parts carrying on with the 8051 CPU cores.
They're < $35 in volume. Given that the Wahoo ANT+ Dongle is $16 in volume from the same OEM (Wahoo has their own firmware), one has to wonder how high the price for the HRM might be.
I fully expect Nike or Adidas to bring these to market, leveraging their very large channel and ability to take down more than the MOQ (5k pcs) to drop the price to around $45 at retail.
It could be useful for easily interacting with devices, e.g. thermostats, exercise monitors, televisions, cars…
There don't appear to be (m)any devices using it now. But it is in the phone, waiting.