Perhaps you would like to explain what the problem with this is? Broadcasting presence in itself is not a security hole - unless you think "Do not broadcast SSID" is a WiFi AP security feature (it's not). If WiFi can be secured (with devices that "scream data about themselves"), why would Bluetooth be any different?Well, there are a couple of reasons I think this is different:
1. APs are static and not mobile, versus Bluetooth devices – which can move, and are more importantly personally associated with a person. That inherently provides opportunities for more leakage on information, since device addresses can now be used to track people.
2. Devices aren't just advertising their existence. They're also advertising their services, and in some cases actually just sending whatever data a client asks for. There's a particular brand of iPad stylus which seems to just open up and send it's accelerometer readings to any device which connects. There seem to be heart-rate monitors that do the same.
For me, it's much more worrying that devices happily broadcast personal information without authentication – I don't actually think device advertisement is a big deal in comparison!