I wouldn't be surprised if Google, Apple or Amazon are doing (or going to do) something similar. It doesn't create much traffic at all, a couple of bytes is enough and they can be tacked on to the data stream without anyone noticing. Someone should build an ultrasonic detector that can recognize these kind of packets and have a look how wide spread this technique already is. We could also need an ultrasonic jammer an…
If you're interested in exploring ultrasound in your environment, SpectrumView Plus is a great tool for the job. http://www.oxfordwaveresearch.com/products/spectrumviewapp/
However, we need someone to build an app that can detect ultrasonic FSK signals and log them / pop up a notification. I assume they use short bursts which makes looking at the spectrum constantly unfeasible.