The default way of designing circuits is in 2D planar view. It's uncommon to think about circuits in 3D and uncommon to think about the material science of these things.
What makes Got-It special is not just that the broke the conventions of the traditional EE design patterns but that they broke them in so many different places. Where most people would use a readily available Bluetooth Chip, it sounds like they sourced the core to half-a-chip (Bluetooth MCU chips are often a combination of Arm processor, memory, radio, power management, and communication cores - it's not common to just take a few of these things - they're sold as a package but all those parts take power and this thing has a very tight power budget). They wrote their own Bluetooth stack (this alone is a multi-year project). That stack they wrote took into account weird specification...divergences...that the Bluetooth SIG says one should do but Apple/Android don't. The circuit they designed only works with the manufacturing process they had to develop for this chip - designs are usually done on rectangular boards, not tape. Most people don't make their own passive components they source them. Most people don't think about their circuit in 4D (that is 3D+movement as it bends in use). Most people don't think about making their own manufacturing equipment to serve a SaaS like business goal. I'm not even getting into the battery part which is bananas. The list goes on, as Brian enumerated above, but the combination of so many of these things represents a radical departure from 'business as usual' and the start of a new design movement as has happened when people transitioned from using drafting tables to computers decades ago.
It's not so much that they broke walls, as they broke walls that people didn't even realize were there AND that they broke so many of them.
Again, well done!