Will beacons make department stores into mobile ad networks?

We've all been focusing on beacons as a way to help retailers reach and sell to the customers that are floating around inside their stores. We've thought of beacons as a way to draw trafic from window displays to the cash register. We've thought of beacons as primarily a push game to help retailers increase basket size. Perhaps we've been thinking of beacons the wrong way.

Swirl, the beacon company that Lord & Taylor and HBC have hitched with is thinking of beacons in a whole different way and Chuck highlights why this is so significant to large retailers going forward. Hint: It rhymes with "shmu fevenrue".