Exactly, and this is additionally why it is predatory: you can’t opt out.
It’s similar to Facebook. If you never in your life ever created a profile, well, Facebook has one for you regardless.
The only way you can opt out of bluetooth beacons is to not bring your phone/smart watch/etc, or have either a hardware switch that disables your network functions or put it in a faraday cage. Also, because of data profiles and associations, if you’re walking into a store with your partner, expect that your partner should do the same or else it’s all moot. You’re associated with your partner and thus tracking and profiling occurs anyway.
Barges into room.
Them: “Are you hacking, son?
Me: “No.”
Them: “Cool. I’m just a hotel employee, and I only have understanding of computers at an end-user level. Plus, I see you’re not wearing a hoodie and sunglasses while being hunched over a laptop. Have a nice day and enjoy your stay at the Hilton!”