Configuring BlueSMiRF Gold Programatically

The BlueSMiRF can be configured manually via command mode (i.e. by entering the "+++" sequence from a terminal program), but is there any way to "dynamically" configure the BlueSMiRF Gold (or any other Bluetooth module, for that matter)? By this I mean, is there any way to do so through a sketch, so that for sketch A, the BT device would be called "DeviceA", and for sketch B, it would be named "DeviceB", say. It looks like this is possible with the ArduinoBT, but before I plunk down my cash for one of those, I want to exhaust all possibilities with the BlueSMiRF.

(P.S. This is my first posting, so I apologize if it is in the wrong place.)