Here are a couple of recent articles on how companies are experimenting with Beacons and Apps, to extend their presence from the physical world to the virtual, and visa-versa.  This is just the tip of the iceberg, as company after company will be trying to figure out the best way to bridge these two worlds.  It will be up to the customer to validate (though active use or discarding) what advancements are a a valued contribution, and what is just more static-y noise . . .

Only technology can save you from the long lines at Blue Bottle Coffee

Businesses are turning to beacons and its going to be ok.