BT's Boring LBS Services

Mobhappy has a critic of the British Telecom’s announce of new Location Based Services: BT Launches a Whole Range of Terribly Boring LBS Services. The 3 main scenarios seem to be:

• People tracking (employee, child and elderly)
• Traffic and directions
• Find my nearest things

I think traffic and direction as well as dispatched employee tracking already exist, work and are usefull. However they target a limited audience with very reliable positioning technologies and strong systems. However, I am really interested to know about plausible scenarios for BT to invest money on child and elderly tracking. Moreover, I am not aware of any “Find my nearest things” service that really work on my mobile phone and that is engaging enough for me to have my mobile phone in my hand and to watch a tiny screen.
Related to this are Intel’s Useless LBS Scenarios and NTT DoCoMo’s Interconnected World.