So how did they solve the "horrible people exist and will use this to stalk and murder their victims" problem?
Normalizing these types of things is not great, imo, and I'm not sure even Apple has pulled it off yet, with their airtags. Any tech that is tracking and surveilling you can be used to track and surveil you, and any company that doesn't explicitly say "we will not harvest, monetize, abuse, or otherwise misuse your data" will harvest and sell your data, using "industry standard" anonymization or other techniques to sell a false sense of security. Any bits of data you give away are bad, but gps style realtime location tracking is dangerous as hell.
Phones are bad enough - not sure I appreciate the niche this is filling, or why "even more robust" tracking that works when phones don't is a positive.
Plan ahead, use walkie talkies with your buddies if there's no phone service, or so on, the potential for harm from this tech seems to heavily outweigh any ephemeral convenience.