As you might expect, there have been a variety of different reactions to the service, both by travel journalists as well as general consumers. Some reports have been soaked in jest, thinking it’s a total joke that our technological resources are spent explaining these basic aspects of flying. Some believe that inexperienced flyers need all the help they can get. Others don’t have a problem with the idea of educating people, but feel that doing it via text message only further contributes to the ever-growing robotic atmosphere found in airport queues.
We had a good time browsing through the banter this has created, but ultimately feel it's way too early to determine whether resources have been wasted. EasyJet is the third airline to test and experiment with the iBeacon "passenger locating" technology, joining Virgin and American Airlines, and it very well could end up making a major impact in customer-airline interaction on-site at the airport.
So, let's wait and see what else becomes of the technology once the bugs are ironed out. If we're still talking about boarding passes a year from now, we'll happily join in on the cynicism.