This is a perfect example of a technology that will not catch on, at least not in it's intended way. I'm not the only one who read the article with a sour taste in my mouth.

The whole social aspect will take on a google glass effect. It's uncouth and incompatible with how we act. I wouldn't expect anyone to have face to face interactions based on proximity notifications. We don't meld digital socialization and real socialization like that.

>For instance, a consumer subscribed to a social gaming network would get pinged whenever another gamer walks into the same room, allowing them to instantly set up a face-to-face match over their smartphones.

No. I don't like the sound of that. I don't want to interact with a stranger that way. Awkward and ham fisted seem like good descriptors.

>Devices using Wi-Fi Aware will intermittently scan the vicinity for other Wi-Fi gadgets.

This is what it will be used for. Collecting big data. It will go on that long list of permissions that people blindly accept. Facebook will know who you spend time in rooms with. They will know who didn't come to the family reunion. LinkdIn will know who you work in the same building with, who you commute with (If their development team can figure it out since they seem to be stuck in 2003).