I'd go a step further and say that the 5 use cases proposed in the article give me the reaction "good thing no one does that yet, because it would probably kill the technology." These crazy would-be advertising innovations that rely on people cooperating with advertisers to look at more ads... what are they thinking??

(Wait. They're thinking "money money money", and apparently not much else. Duh. There's the problem.)

But you wouldn't even see those broadcasts without something listening for them, right? Not too many years ago a lot of these same use cases were talked about for irDA and didn't really go anywhere.