The tags got cheaper and you can even get tags that are intentionally designed for metal surfaces. Unlike NFC (or barcodes, obviously), you can read hundreds of tags essentially simultaneously. But because the reading is far from being perfectly reliable (one thing we found out is that human body blocks the 868MHz RFID completely, even at something like 50dBm EIRP, which is well above what is considered safe for human presence) the applications are indeed somewhat limited.

But apparently there are two classes of applications where this technology is really common: libraries and bulk checkout at sports equipment retailers (seems oddly specific). Both of these things also benefit from the "advanced" features of UHF RFID tags like dual-mode RFID/EAS tags and ability to permanently deactivate the tag by simple command.

Here's a video.

https://youtu.be/_iGn_pZ3IkY