It sounds like they're basically blowing the fire out, which is why it only works on really easy-to-blow-out flames. Good luck blowing out a forest fire!
Best illustrated when you throw a match at a small container of gasoline, and it flies into the gas, and is put out by the fuel. But if you slowly move it towards the gas, eventually it will start a fire, because the match passes slowly enough through the right air mixture to allow the gas to burn.