"the momentum behind NFC is pretty much unstoppable"
Is it? Or is it merely what the NFC cabal pay you to write?
I for me notice a certain... unavailability of the capability in random handsets and a deafening silence whenever questions that sound anything other than "can I have some, please, good sir?" underpinned by the rustling of large wads of cash are being asked.
The jury is still out on whether it's a good idea for the customer NFC is ment to turn into neat little productized consumer packages. But so far the proponents' strategy for providing something the market might want has painfully obviously centered on repeating ad nauseam that yes, they're unstoppable, until someone gullible enough to buy into it turns up. Which turns out to be mostly bankers. Hmmm.
Personally I like gimmicks like this supposedly slow NFC contender (and how much data can NFC push through the air?) for their creative use of existing handset features, but I fail to see how they're anything but gimmicks if you try and productise it without giving it to the tinkerers to play with. NFC has much the same problem, plus its emphasis on staying not merely proprietary but also introduce seeeekrit elements to "own the customer" with, which is hysterical because it is more likely to drive off the developers you need so badly for widespread uptake than that it is likely to attract developers.
But who knows, maybe the NFC-enabled world is just around the corner and right on its heels Mister Ray will come and go "Not so funny now, is it, funny man?" on yours truly. We'll just have to wait and see, won't we?