A company reusing "pre-existing tech" doesn't really seem to be the issue here. Were they supposed to invent a whole new communication protocol for this use case?
The issue I see is that they didn't bother to obfuscate the MAC address of their BLE equipment. Maybe there is a reason they're not allowed to change the OUI of their BT transmitter?
It really isn't hard to imagine how much Lovecraftian dread pre-scientific man would have experienced when looking up at something like this.
And it's an amazing testament to the human appreciation for beauty that we can still experience a similar sense of awe and wonder, even though we know the naturalistic explanation for the phenomenon.