The thing where everyone has some idea of what they want people to see it as useful for (Ads, etc), but don't understand how to jive this from what consumers want from them.
At this stage, it still looks like a technology solution in search of a consumer problem (it certainly solves the "how do i push indoor location based ads/etc" problem, but consumers don't care or want that).
Watching most of these companies is like watching microsoft announce the xbox one.
Everyone tries to sell indoor location, but there are better ways to do indoor location, cheaper, than placing $200 of beacons and meticulously mapping where you put them. So that isn't going to go very well over time (highly likely to be supplanted by something better).
Even some of the examples are just a result of otherwise poor planning on companies part.
For example, i don't want to know "things on my shopping list are nearby", i want to know, ahead of time, exactly where the things on my shopping list are.
It's only recently (past year or two) home depot or lowes would even tell me what aisle stuff was in. I still can't go to a safeway website and get an idea what aisle my items are in.
In some cases, this is deliberate - they want you to have to browse. In any case, beacons solve none of this problem (except maybe the "i'm in aisle 46 and i still can't find x" problem, but the distance issues often stop this from being particularly useful use case).
I struggle to think of an interesting use case on the consumer side for beacons.
Maybe locations for things that move like booths at a farmers market or something.