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Can I use TI BLE chip but not pay qualification cost if I don't call my product Bluetooth-enabled?

Other Parts Discussed in Thread: CC2540

Bluetooth qualification costs are huge for small companies. I love the TI BLE solution because it is available to small companies. Can I use TI BLE CC2540 chip in a product but avoid paying any qualification cost if I don't call the product Bluetooth-enabled? The marketing material will not mention anything Bluetooth.