There was a tiny problem with the Bluetooth panel has it was implemented in GNOME 3. There wasn't a way to rename the Bluetooth adapter. Well, there was a way, but it wasn't implemented, but it was there, in our minds.
We started by adding support to the Info panel to set a machine's pretty hostname, as implemented by systemd. Looks simple enough.
The next step was to make bluetoothd know about this file, and use it to name Bluetooth adapters, instead of crappy hostnames. And voila.
Implemented as it should be.
If you have applications where using a device's name (as opposed to the user's name) makes sense, please look into using the machine's pretty hostname.
If you want to test all this, packages will soon be trickling into Fedora 16 (aka Rawhide). All the patches are upstream, though the bluez patches are still pending.