Its nice to see this getting the attention it needs and by Google no less. When a big company starts to create a standard its much more likely to happen. In the past what usually happens is that everyone creates a standard, defeating the point.
Hopefully Google can come up with a better name than "The internet of things" which is annoying. Maybe we can have the Intranet, Internet and the Phynet.
Physical Web standard, an attempt to provide an easier way to communicate with public connected devices like vending machines, posters and bus stops.