So, how much do you think they will charge for the app to stop this intrusive crap?
Intrusive? A Bluetooth device (or beacon) can't just access your phone if it wants to. You need to have an App running in the first place for this to work.
For example, you go to the Smithsonian and run their App when you're inside. Then when you're looking at an exhibit your phone displays additional information about it.
For directions inside a mall or other building there could be a "universal" App just for getting directions. Or Google could incorporate with Maps with this support and you turn the feature on when you need directions.