For a tech web site, there's a lot of clueless idiocy in reply to things like this.
I work in the field which is using technologies like this on all kinds of things. BLE Beacons are being deployed everywhere - and being used on everything from transport notifications (your bus at stop X is running late!), to wayfinding applications in places like stadiums for non-locals (which can be translated to native languages) and doesn't require GPS coverage and Wifi triangulation isn't accurate enough, to package tracking and presence detection (mobile beacons, static readers). We have interactive displays that activate by putting a product with a tag in it on a 'display case' - and some that even have holographic presentations associated with them.
Merging this technology with web delivery is a massive bonus. It means a consistent interface for many devices. Android already supports BLE push notifications, allowing them in the base chrome technology opens up support to the entire environment - not just gimmick product X.
Forget the "OMG ZEE SPAM! ZEE PRIVACY!" crap, pull your heads out of the sand and use your imagination - because you'll be seeing this stuff everywhere in a few years time - but you probably won't even know you're using it.