Jakub here, founder of Estimote.

@tashoecraft: Google did here a really elegant design. URLs from beacons are not rendered in the browser directly (it's not the device that resolves URL or fetches description). There is a Google service based on Google Search doing that and then data are rendered in the browser.

We expect this is how Google is actually planning to prevent spam. Before they present anything in the browser for the user, they might filter that and/or rank, same way they do it with links in the search.