Writing in Swift is a delight and this is the feature I was dreaming about because having the user to install the App is not easy these days(100 impressions on Appstore Search would get me about 8 installs) however the people who install it are quite happy according to the feedback.
I would imagine that the experience is similar to Apple's AR experience on Safari, which I feel can be improved but much nicer than opening the Appstore still. Let's hope that it's not too limited and can be possible to give a good feel to the user about the App's full functionality.
The article talks about letting the dev to pick which part of the App would be presented but I suspect that the actual implementation would be similar to making an App Extensions - basically creating a separate mini-app that shares the codebase and the resources.