Unify4Life storm support and a question

I just saw on engadget that Unify4Life is about to release a remote app that (with their control box) allows you to control your AV equipment with your BB storm.

They also have a product (or will soon) that allows you to control your PS3 with your BB. My question is this: The PS3 has bluetooth and the storm has bluetooth, is there a reason why someone, far more talented than I in programming, couldn't get them to play nice and talk to each other without a $40 dongle?