Just found out the reason Apple put this chip in their shuffle, is because they are putting it into every upcoming Ipod model. They are doing this to control what hardware will be used with the Ipod. In the new Ipod Touch/Phone, they will implement bluetooth. But, in order to control what bluetooth devices you will use, all bluetooth devices must have this Apple chip to work with the Iphone.
This obviously breaks the bluetooth spec, so they should not be allowed to use the Bluetooth logo. If they do choose to market it saying it has bluetooth, hopefully someone will sue the crap out of them for false advertising.