I have similar feelings about the technology. As much as I'd love to see someone apply ultrasonic haptics to an interesting use case, I don't know if useful haptic feedback can occur within the limits of safe ultrasonic SPLs.
Even with relatively large arrays, the prototypes I've seen are so subtle that you almost have to be expecting the sensation to get anything out of it. It's not on the same level as the haptic feedback of an Apple trackpad.