I recently completed my individual project for University, which consisted of a cheap device that could store and distribute media to mobile devices (for use in shops, etc). I had huge problems with this project, not because of the protocols, which are actually very well written and offer high transfer rates, but in fact with the lack of utilisation in industry. I was unable to find any mobile phones for example that support FIR or VFIR, meaning they could only transmit at 0.1Mbps. This combined with the low throughput of bluetooth, makes mobile devices terrible for media exchange (i.e. movies, pictures, music, etc).
What I would like to see is more support from manufacturers, so we can provide better applications and uses for this technology.