It amazes me how cheap these application-specific chips have become - it opens up so many new potentials. I can only guess that something like this would cost $1000+ roughly 10 years ago?
I'm sure they are cheaper, but I don't think they were ever really expensive. They have been used for automatic doors, like at the grocery store, for quite some time.
There actually isn’t much to these tbh, oscillator, mixer and pcb antennas. To use these in an application you would have to still process the analog waveform coming out. Fortunately the frequency is very low (audio range) allowing for all manner of inexpensive detection/measurement circuits.