They are simply codes provided by partnered businesses and may be beaten by codes you can get by searching yourself.
If true, then this is them outright lying to the user.
And you know, if they don't find a coupon code for you, one might still be at least a little annoyed that the original 'salesman' didn't get their affiliate commission; it instead being pinched by another.
It should bother you if 10-30% of your price went to whoever last got you to click on a link.
It's a scam in partnership with the on-line shops. The consumer loses, the reviewer using affiliate links loses, and it turns out the extension goes further by occasionally making up discounts that don't exist (this will be in the next video it seems), so the seller gets screwed, too!