We've designed quite a few Bluetooth (BLE) products at work, all at chip level.
While its true that you could A) not advertise the fact that you are Bluetooth compatible, there is another side B) shall not infringe on Bluetooth IP/Patented technology.
If you're a small company (I think under $1 Mil) they cut you some slack, charging only $4k for each product declared, otherwise it's $8k until you are very large.
One real zinger is that if you develop a product using deprecated specifications, you get hit with a $25k fee.
I've been told face to face by one of the large, un-named testing labs, that it would be unwise to not go through the proper steps if you're a "real" company of some size. They will be looking for you and find you eventually.
I like to think that one guy can do it all so while I think the whole fee thing s-cks for small companies and designers, I've convinced myself that the BT SIG is in fact interested on the name Bluetooth being associated with a quality product that works.
While we know this isn't always true, by the time you're done with FCC intentional and unintentional radiator testing (ETSI in UK?) and the Bluetooth Qualification process ($8k per year for members) which tests protocol, conformance to defined profiles (and your own custom ones), inter-operability and other tests, you have something that works in most conditions.
And so much for standards, however, when you have Apple producing their own "suggested" operational characteristics, like their own preferred advertising intervals, this for IOS. Android is another matter and timing, etc. can vary by version.
There is a bright side in that the PTS, Profile Tuning Suite, is only $99 and comes on a flash drive. This provides automated testing of the standard BT profiles (i.e. such as heart rate monitor, battery service, serial protocol, etc. etc.)