So - I don't know. Do I want my mobile phone to accept bluetooth messages from the ambient environment? This article touts it as a good thing. "If a beacon is addressing your mobile device, you won't even know it's there until your device responds, possibly offering up some information that you're only just realizing you need. If you're holding the beacon, personalized content might instantly appear as you approach a learning station." The problem with such systems in the past has always been spam and malware. There's no reason to believe these won't plague the current iteration.
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