This is a neat trick but it's not exactly new.
E-ink demoed a similar idea a couple years ago. British Airways is
using similar tech for their luggage tags. And a European startup called Mpico is working on several different systems which use the same basic beamed power idea to make
smart cards, shipping labels, and luggage tags.
Edit: Those other examples don't use NFC, though. They use some type of proprietary RFID.
What's the difference? RFID is an older and well established standard which is a close relative of NFC. It can work over longer distances (5 to 10 feet), while NFC is a newer
still a fledgling standard that has a distance limitation measured in inches.