I think that the main idea is that in IoT applications, your product may stop working long before the battery is out of energy, because you may be limited by the capability of your battery to provide enough peak power for the transmission. Internal resistance of coin cell batteries rises rather quickly as energy gets depleted so there can be situations where your peak power cannot be delivered even if the same battery would last a lot longer under a lower load. These chips essentially "smooth out" the peak by supplying the peak power from a capacitor and then slowly charging it from the coin cell while keeping the average current low, thus reducing the strain on the battery.
I think that there are legit use cases for these chips, but I have a hard time believing the 10x battery life improvement, unless in applications where you have a huge peak power and a really poor battery.