Those aren’t the ones from the linked article. The linked article is referring to the Swarovski AX Visio set which isn’t on sale yet. You linked to the Swarovski Optik Swarovision which doesn’t have any of the smart tech.
Pretty sure it's powered by the Merlin app, which is crowd sourced by the Cornell Lab of Ornithology. I appreciate the technology but at the same time disagree with the unannounced monetization of user submitted data.