Potter
Google seem to be taking the opposite approach to solving this problem. Rumours are that the next major release is set to include significant UI enhancements.
If the UI is good enough, manufacturers won't bother rolling their own. Well that's the theory, but they still need to differentiate somehow...
1. Bluetooth analytics. A lot of people are broadcasting their BD_ADDR and don't know it. Give shop owners some way to see recurring visitors - or perhaps even track how they move around the shop.
2. P2P file distribution for businesses. Your users install a client and get paid a small amount per hour (which changes depending on demand). Businesses needing to distribute a large file pay you to host it on your 'botnet'. I don't think ISPs would like this an awful lot.