Agreed. Even their slide at the keynote said something like "bluetooth splitter" or something like that. The wording made it sound like it would work with all bluetooth devices.
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Why can't they?
People with cochlear implants can't use in-ear headphones because the microphone on the processor hangs down in the middle of the ear canal to better simulate natural audio collection. And over-the-ear cans are incredibly uncomfortable with this hardware sitting behind your ear.
If Apple would just allow for streaming to multiple BT devices, then there would be no need for headphones for people with implants, because the processor itself has a BT receiver in it.
But as it stands, they only allow streaming to one at a time, which is lame.