Open source, cross-platform BLE beacon format from Google

Reading through today's press release and docs, and digesting yet another BLE beacon software standard.... A lot of promise for beacon tech (e.g. iBeacon, Gimbal, Estimote, etc.) and a lot of good hardware and accompanying SDKs, but no big breakout consumer beacon/proximity app (yet).
@joro1 Well, there is now, with Google Chrome support for iOS and Android as well! They're up to 1 billion MAU!