But there are two somewhat significant issues with the radio layer in this application: the geometry of tag antenna is somewhat critical (making it into a band would be problematic) and the back scatter is attenuated by salt water blobs (ie. people) almost perfectly.
Brillant!
AT&T showed this in television commercials back in the 1980's.
"Can you go through a toll booth without stopping? You will. And the company that will bring it to you is AT&T."
Lots of those things happened (maybe not faxing from the beach), but AT&T didn't bring us very many of them.