If I had to guess I'd suggest it's probably using WiFi Direct. So there won't be any problems signal strength irrespective of where you are. So you might not be able to make a phone call, but at least you'll be able to transfer your pictures.
I've done a couple of transfers with NFC and it seems to work fine. You've got a point though, NFC isn't exactly a speed daemon, certainly a lot slower than regular Bluetooth. I can only assume that Sony valued the ease-of-use and low power requirements of NFC higher. And yes, before anyone picks me up on that last one, I know BT4.0LP has similar power usage to NFC.
Interesting side point though, iPhones don't have NFC nor WiFi Direct, so how are they supposed to connect? Although I've seen a couple of posts on the Apple support forums that suggest the current iPhone only lacks OS support and that's due in iOS7 as "AirDrop" (stupid Apple, why can't they call it WiFi Direct like everyone else).
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