You Reply: Made some progress and here's what I noticed. Beetle doesn't like to be paired/unpaired and BLE scanner apps switched. I was able to get mostly consistent pairing by killing all BLE apps on Android, turning off the screen (it disconnects BLE apparently by default). Then unplugging the Beetle from USB.
Once I re-plug Beetle and open up just the demo up (I like the other one with up/down/left/right/center controls on top of a standard demo app) - now I'm seeing tx/rx activity and can even see it in a serial monitor if connected to the computer. Worth mentioning in the wiki/getting started?