Itīs a marker not a tracker. The range may be limited even further when there is not a clear line of sight for the radio frequency. I think that range is adequate for the advertised applications. Tracking or finding a missing person is not one of them. Bluetooth is more of a short range technology (you surely noticed that they call 150 yards "long range"). There are better trackers using mobile phone technology or APRS (e. g. the PicoAPRS which has about the size of a matchbox).
I would not buy one of those Breadcrumbs at that price point.
If it isnīt broken, it doesnīt have enough features yet.