They would not sell extended warrantees if they lost money overall. But for many, it is peace of mind. I don't like repair costs while making payments so I prefer to buy a warranty and be done with it. Once my vehicle is paid off, then repair costs are fine with me.
Also, you need to take into account what they are costing. I bet you when CR does this type of thing, they are using retail. When you can buy them at 40% off retail price then it is a lot easier to break even.
IF I make back 75% of my ESP, I call that a win for me because a rental car was included as well for each time I drop it off.