My NFC has been hit and miss. Sometimes it works, and others it doesn't. Pictures have to be non copy protected. So any pic you take with the device should be shared. You can also transfer via bluetooth.
Keep in mind that if u want to share info with android users that doesn't have s beam u have to cut off a beam and leave on nfc. Android beam is the same but u have to touch the screen to send the info when the phones are back to back.
It actually IS as Easy as the commercial, just not as fast or instant as they show. Personally everything done on commercials is pretty instant and not "real time" whether it be Samsung or Apple or "put product name here". Just look at how fast and accurate Blue-Tooth demos in car commercials are. If it could only works so good! :-(