I could not find a privacy section anywhere on the site. I think you should have that, considering you want people to trust you with their locations.
So much abuse. I hope there is some legislation out there that prevents such devices.
But the actual privacy part shouldn't be too bad, right? They could use a time-based code, so that each beacon transmits a seemingly-random ID every minute, and only their servers can link that up to something.
If it's static, then yeah, it's like tagging yourself. Or carrying a modern passport. Or phone or laptop. It's a shame that most people will probably not really care about this aspect.
I can be tracked without my knowledge - somebody just needs to plant a minature tracker in my laptop bag.
Edit: The issue is that everybody tracks everybody, not like with Tile or Chipolo - where you only track your own tags with your own smartphone (ie: you need to be near your tagged items to track them, which makes covert location tracking of persons hard).
Sure, a BLE beacon is gonna be easier to make small and power than a completely self-contained unit but it's not like this creates an entirely new threat.
1: http://www.ebay.com/itm/Mini-Global-Real-Time-GPS-Tracker-GS...
1. Literally works for years compared to days. 2. Much smaller. 3. Works everywhere where people carry their phones (underground substructures impenetrable by GPS and GSM).