Thanks BG4, the video did not mention much of the technical details though.
I was reading a little about it this morning, If I have understood it correct, then is a chain of certificates used, so the author (which is you) have a certificate signed by a root certificate (owned by trustpilot).
Then is your certificate used (with your andriod app) to create the signed message.

Pretty nice tech.
I it is pretty obvious to me that the next generation of tags will be able to make a challenge-response message, which open a whole no array of possibilities.
I think there is the URL address shortener too, that is added in with the signed message .... When The NFC tag, on the Satoshi Note is scanned, It lands to Papersafe.org . So if you want to order more you can just tap the tag with a phone or tablet.. I can change that landing page to run promotions or give-aways or send discount codes to previous customers... At the present time...The only way to Authenticate the tag is with the blackseal app. That is how new the tech is. But it is an open standard and will be part of future NFC apps .
The NXP ntag216 NFC tags also have a password protected area . The hardware is there...Just not any apps yet to fully utilize the hardware.