Nokia showed off that very thing you described with their Lumia 920; where placing it on one of their NFC wireless charging docks automatically launches a predefined app (presumably some sort of dock mode, but you can set whatever you want). likewise, with one of their wireless speakers they showed NFC pairing used to rapidly connect (via Bluetooth) and start playing music without having to mess with anything on the phone [1]; i thought that was pretty neat..
[1] can't find the actual video of them demoing it, but this is it: http://www.youtube.com/watch?v=Y4zx2xy6VjE&feature=playe...
I'm not either and with good reason:
"Black Hat speaker shows how NFC can be used for malicious attacks"
http://www.siliconrepublic.com/strategy/item/28552-black-hat...