My thought is that this will lead to physical vandalism of a number of vending machines, due to the short transmission ranges involved. In other words, rabid "no spam" types may assault the local soda machine because they receive unwanted "Drink Pepsi" ads every time they walk by it.
This could lead to some interesting developments. I can see just about every type of spam (porn and "your system is insecure" included) being transmitted in public places.
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