It is not false.
At the risk of pasting the entire content of the article here...
>Many of the companies whose brands were removed from the Jet Anywhere program appeared to be unaware that they were listed on the site when contacted by The Wall Street Journal.
>Spokespeople for Wal-Mart, Walgreens, Target Corp., Staples Inc., and Estée Lauder Cos.—who all had their links removed from Jet Anywhere—said Jet isn’t a partner.
>A spokeswoman for skin care company Kiehl’s, a unit of L’Oréal, said Kiehl’s had “requested to end the direct affiliate relationship as procedures outlined in our current affiliate program weren't being followed.”
>Online fashion marketplace Bluefly Inc. was surprised to see its brand had been added to Jet Anywhere, said Chief Marketing Officer Carly Rosenberg, a program Bluefly was never told about even though it had been in discussions with Jet since last year to sell products directly on its site. “I felt a little blindsided by it,” said Ms. Rosenberg, “I just think they went about it the wrong way.”
Yes, Jet has their own retail operation, but they are also breaking the terms of many affiliate programs with "Jet Anywhere" by paying people to use affiliate links.