Any reduction in keys is a plus, IMO. I've had some awfully big keychains over the years. My fob is currently about 1/3 of that bulk, maybe more, and I only have one car. Imagine if you own several fob-controlled cars.
To the "How can this possibly be useful" crowd, I add these scenarios: Dead/dying battery in the fob. Fob lost by the parking attendant.
People are concerned about the dead iPhone battery scenario. In my experience it's far easier and faster to get an iPhone partially charged than to buy a replacement fob battery. And while I'm sure some manufacturers may make it easy to change a fob battery, I actually had to check my owners manual to see how to change my fob's battery (pry it open in a particular spot after separating the fob from the hidden physical key).
Once the technology becomes more widespread (it is an industry standard, after all), I'd expect there will be simple key sharing with parking attendants - temporary/automatically-expiring keys are supported under the standard. Much nicer than having to give a physical key/fob to the attendant, especially considering the common practice of the attendants leaving fobs in the vehicles rather than storing them in a secure location.