That would make BlueTooth (or Harald BlÃ¥tann who the symbol express the initials of) more versatile and so could see more use for general file transfer and local networking.
Since no data is provided, it is to early to make a note on the security, but its usage will pretty much be determined by this. Sadly the security aspect so far has been more of a joke imo.
As for advertising (since it is mentioned), I got nothing against such a program as long as it is opt-in and so the choice of the user. It makes it a feature and no annoyance.