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Yeah but they can find ways to id them so transponders can pick them up. Also another benefit they did not highlight but should be noted is if they are that high in the air with the commercial airliners then they may be able to provide high speed data to passengers. Unfortunately they will have to work out the logistics of where to place the balloon so that airliners that are traveling at high speed can still remain connected.
I don't believe they should be able to use that altitude at all. Transponding IDs or not these things will inevitably conflict with passenger liner airspace. Look at the big stink they are making about drones and now imagine sucking one of these up into a turbine engine.