I think the point is that it would potentially associate Facebook users who don't use the platform to communicate with each other, and could not otherwise be associated.
Given Bluetooth range, that association would be physically close (don't snigger) and big data uses such info in all sorts of "imaginitive" ways.
In the early days of SWMBOs Fiesta we had advertising messages break through on Bluetooth a couple of times at the same locations.
I researched at the time how that could be done but forget now. It certainly involved Bluetooth power levels way above legal, though.
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