The first image came from the FCC filing, and appears to simply be a mockup, use to show how the required information will be presented.
The second image was also an early version. They look extremely stiff in that one.
Yes, they have a non-replaceable battery embedded within the plastic, which powers a short-range transmitter. This is reportedly meant to enable some experiences that need to be triggered at a longer range than typical RFID use (which is generally less than a meter and usually much less), and thus they have a limited life at least in that regard. I hadn't heard an expected lifetime before though.