What exactly are they selling in those commercials? You know the ones with the voice-overs:

“$1500 for a leather bustier? I didn’t care, it lifts and separates. Plus, it wasn’t like I was actually paing for it!”

maybe thatg they try to take care of their customers?

its showing the resulct of some asshole stealing your credit card

I really like those commercials.

They are selling you a line of credit. The theft protection is free.
It's just one of the perks they offer to try and intice you.

Below is an excerpt from the CitiBank web site:

Identity theft can happen to anyone.
This growing crime affects more and more people every day. Yet, most people
think that it can't happen to them. That's why there's Citi® Identity Theft Solutions.
It's a free service to all Citi cardmembers. So, if you think your identity has been
tampered with, Citi will be there to help you resolve the matter and get your life back