Its far-field, so it couples completely differently than NFC tags. Also, NFC communicates by reflecting signals, this device communications by active transmission (according to the article, I haven't read their paper yet).

What's new? Its tiny, and I'm very curious how they got that an oscillator to work at extremely low powers. But, it is really just an extension of RFID/NFC/IoT miniaturization work. But then again, just about everything starts out that way.