2004 is only a couple of years ago, really, and it wasn't until later than that that bluetooth started appearing in many things other than cell phones. Most people I know that aren't tech people assume it only applies to cell phones.
Keep in mind that the RAZR came out in 2004, which is closer to four years ago than two, and it wasn't the first phone to have bluetooth. Bluetooth has been around for a long time. But even if it was
only in cell phones, and even if it's tech that the layperson thinks only applies to cell phones, it's still mass market. You may have noticed that cell phones are rather a common product in the marketplace. There are literally millions upon millions upon millions of Bluetooth chipsets sitting in people's pockets, handbags, belt-clips etc.
If Bluetooth is only expensive right now because it is new, when the ---fudgesicle--- exactly is it going to start not being new? How many millions more chipsets have to be sold before there can be economies of scale to take advantage of? Before Moore's law makes the processors required so primitive that they can be produced for pennies?
Seriously, in terms of production costs and market saturation, you'd have to be crazy to call Bluetooth new. There may be new applications of the technology, such as making bluetooth gamepads for the Playstation 3, but Sony didn't have to start over and develop the technology all over again from scratch. They used the same technology that has been maturing and presumably becoming less expensive for the last five years in cell phones.