Some fans who bought nosebleed-seat tickets to see the Golden State Warriors received a friendly suggestion from their phones when they stepped off the escalators at Oracle Arena: Wouldn’t they like to spend a few extra bucks for a seat where they could actually distinguish Stephen Curry from Andrew Bogut?
I don’t see a downside to this. This is marketing, as opposed to service (as in, where is the nearest bathroom or cotton candy vendor?), but I see it as all part of the experience, and a marketing/advertising component helps pay for the iBeacon install.
Remember, if you don’t want to be bothered, spend some time in the Notification Center settings, or just turn off Bluetooth.