Seems weird. The fact it talks about rolls of film and reading DX codes suggests that it's able to scan undeveloped film. Maybe that's possible, but I've never heard of that before.
If it only scans developed film, then it's unlikely to still be in the cannister with DX codes, and I've never seen that film delivered to a customer in a roll - it's normally cut up into strips so they can be stored flat.
Developed film has a bar code type of encoding for DX info. The talk about the whole roll is the ability to scan the entire thing in one go vs having to load in multiple strips.
You can make their responses fairly dry/brief.