"Retractable" is a word that doesn't appear in the NEC so I guess we would call these a pendant receptacle.
I assume if it is a listed assembly, installed per the instructions, all of the rules are covered. (cord type, attachment, strain relief etc).
I do understand the technical violation posed by this being cord and plug connected but in the grand scheme of things it is not something I would go out of my way to cite. I assume it is the fire marshal who is doing this. They are usually the "extension cord police" although the concern may be misplaced in this case. The attachment to the branch circuit is not where the hazard lies, all other things being equal (same reel, cord and receptacle).
