BLE is a great problem-solver, and this kit seems ideal for those wanting to use BLE in an easy way.

Maybe people didn't understand, that this kit contains a module that has a simplified connection (UART) that can be connected to (say) existing microcontrollers, to extend a design into something that is BLE-capable. The module even looks hand-solderable.

As well as new products, it has great applications to retrofit BLE into products - e.g. if a customer now wants to have configurability via a PC or mobile. Can't stand products with awkward button-press combinations to configure them... I have a speaker/mic for my PC/phone, this should be a trivial product, but it is so complicated to remember the button-press combinations (and how long to press buttons for), I had to write and print an instruction sheet and stick it to the back of it..

BLE is a great problem-solver, and this kit seems ideal for those wanting to use BLE in an easy way.

Maybe people didn't understand, that this kit contains a module that has a simplified connection (UART) that can be connected to (say) existing microcontrollers, to extend a design into something that is BLE-capable. The module even looks hand-solderable.

As well as new products, it has great applications to retrofit BLE into products - e.g. if a customer now wants to have configurability via a PC or mobile. Can't stand products with awkward button-press combinations to configure them... I have a speaker/mic for my PC/phone, this should be a trivial product, but it is so complicated to remember the button-press combinations (and how long to press buttons for), I had to write and print an instruction sheet and stick it to the back of it..

Exactly.

This is an established segment within BLE modules whereby they operate in this particular way, i.e. via an AT command set or equivalent and they typically act as a wireless serial bridge. Some examples:

Laird Connectivity do it with their modules: https://www.lairdconnect.com/wireless-modules/bluetooth-modules

some of the Microchip BLE modules e.g. RN4870/1 https://www.microchip.com/wwwproducts/en/RN4871

Adafruit do it with their Bluefruit module https://www.adafruit.com/product/2633

Another thing worth noting is that Silicon labs have also launched a new range of BLE 5.1 devices which can be developed using their IDE (I believe you can modify this device or the accompanied board's firmware using same IDE). So I view it as a good way to get started with their products and development ecosystem.