No, they r not bluffing. It's the matter of how u compel your audience?
How do u know their needs and requirements?
On that basis, one needs to write content and if their requirement meets up,
then there will be a better chance of getting clicks....
It's just as similar to putting ur own product affiliate banner and how our content influences our audience to get enough clicks.
Just we don't know about which ad is displayed in reference to adsense.
but it's also not a matter to be worried about,
As per me, I guess if someone writes about hosting then the ads will be displayed for hosting, and same with any product, rather the audience have no cookies in their browsers which may lead to ads retargeting.
Hope u got your query resolved...