One can define custom Windows Properties and register them using the PSRegisterPropertySchema function. Note registration and unregistration needs admin right so is usually done at install/uninstall time.

The "special treatment" you see is defined in the schema.

Now, adding these properties in a a Shell View is only possible per file type as stated here: Initializing Property Handlers / Before you begin

Property handlers are always associated with specific file types; thus, if your file format contains properties that require a custom property handler, you should always register a unique file name extension for each file format.

For cloud based placeholder files, you can register a custom property handler with the package itself using the desktop3:ExtendedPropertyHandler Xml element in the manifest.