Whilst this is all jolly amusing stuff it's not that new, most people with a Bluetooth enabled phone will have already received (or even sent!) messages like this in public places. But this technology does have some slightly more interesting uses. One of these is FoafMobile - automagic social networking. Where your phone's Bluetooth id can be linked to your Friend of a Friend (FOAF) file.
Jim Ley, Anil de Mello and myself are tinkering with various concepts based around using Bluetooth with FOAF, and I'm sure others are too. It'll be interesting to see if these ideas take off as quickly as BlueJacking has.
Update: Further proof that it's nothing new, Anil wrote about Bluejacking back in June. I'm far more interested in his current adventures with his Nokia 6600 and JSR 82 though.