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NFC's main use case is the one-touch* interaction that Bluetooth LE can't replicate. In fact, setting up a Bluetooth connection is most easily done with NFC (not that you need to ensure that the connection is legit to just blast the poor guy with the phone with ads; I more thinking about desirable uses of BT, the only thing about iBeacon that matters to me is how easy it is to turn off).
NFC is already huge (like just about every bus card in Europe, and in Japan its used for every strange thing that can be thought of
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