But it's also worth keeping in mind this is all off-the-shelf hardware. It seems very likely to me that if a cell phone or smart watch was designed to do this from the get-go that several easy hardware improvements and maybe a bit of custom DSP work would make this work much better. (By "easy hardware improvements", I mean things like speakers intended to emit frequencies for sonar, microphone arrays intended to receive them, etc.) From that perspective, even if the system we saw is fundamentally limited I'd still call it incredibly promising considering the constraints it is operating under!
If I were a smart watch manufacturer I'd be falling over myself to get one of my best engineers and one of my best recruiters an appointment with these people.