I wasn't aware they operated as baseline Bluetooth headphones by default on other devices, so even having read the readme it wasn't obvious.
Beyond that, all tracker devices are proprietary. The Tile/Chipolo network only works with Tile/Chipolo; Samsung's SmartTag only works with the SmartThings app which is exclusive to Samsung phones; etc.
I just don't think the comparison is apt
If it's the first, that seems like they would be a vastly superior offering to AirTags, especially outside America, where people aren't so Apple-crazy.
That was the point they were making, not that they had some NFC extra-functionality