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I imagine it works just like any air "turbulator". I'm sure you've seen the small shark-fin type additions atop of cars near the rear window. These accomplish the same thing as the dimples on a golf ball. At increased air speeds, the air cannot keep itself attached on the back end surfaces (like coming down the rear window), what this does is creates negative pressure drag behind the car. By "turbulating" the air, it allows it to hug the body more which increases the friction drag, but significantly reducing pressure drag. Obviously placement is everything and unless they have actual test data to back up their design and placement I can't say if they work, but in theory, yes, the idea could work.
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