If I'm understanding this correctly, it looks like a smart move by Apple that will suck for anyone who doesn't want an iDevice? Are they just trying to market B

If I'm understanding this correctly, it looks like a smart move by Apple that will suck for anyone who doesn't want an iDevice? Are they just trying to market BLE as iBeacon so consumers use it, even though it's clearly never going to be marketed under that name by any other OEM? They've essentially found a way to make companies pay to call their BLE iBeacon, paying for Apple to break the market and make everyone else think BLE is iOS only?