MGP caliper covers are a scam, right?

I have seen multiple cars every day, at the car wash, go through with these stupid, garish, tacky, fake looking brake caliper covers. I decided to look into the company and they seem pretty common. Now, I thought at first that maybe I was a bit too quick to judge. 20$ for some bright red covers that can be discarded if they get old or break or the next owner doesn’t like them. Surprise surprise, they retail for OVER 200$ and claim to help with everything from brake dust to brake temperatures.

...How? How can these A) Possibly do any of that? and B) Actually be a thing non-car people spend their money on?

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Am I going crazy or are these as fake and dumb as the “bolts” on them?

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