Essentially we enable in-browser comms (including but not limited to WebRTC for video and audio streams on top of storefronts).
Given we allow anonymous connections, we need to associate each WebRTC connection with user defined data (read user profile). It's not quite as simple as "a cookie" because one user can have multiple devices, updated user information has to sync across the other connections and for a smooth experience you have to have synced connection statuses.
We did look at syncing all this with RTC data channels, problem... you can't get message history and you also can't depend on the channel until after a successful negotiation, which again for us is only part of the larger infrastructure...
This forces the use of a parallel comms system such as websockets, allowing for event based synchronisation as well as the organisation of the WebRTC metadata both pre and post connection...
Most people don't want "naked javascript" with two faces on it, and WebRTC is a fantastic tool for video and audio streaming, however it is limited in its wider use (which is perfectly fine it does enough!)...
I think the problem is that people associate "video chat" with simply the media streaming, whereas the reality is that integrating it into a feature rich front end framework is significantly more complicated, and not simply a case of "adding a cookie"
The difference between the solutions you posted and websockets is as far as I can tell, "your own websockets" or "pay someone else to run your websockets".