Put electrodes on your head. Record the signals you get. That's all
there is to EEG. They say they're detecting electrical signals, so
there's nothing unusual here.
"Detecting various brain states" is where they derive information. The
headset metrics themselves are EEG. There's nothing to derive.
Business models are not necessarily based on technical merit. They
probably think that their headsets will become so popular that it will
be worthwhile for commercial developers to pay through the nose to get
full access to them. Given that EEGs are well-known technology, I
suspect that a more open competitor will eat their lunch, if this sort
of application catches on.