In answer to the question, i.e. are they toys or models, I think they are both!
They are not wholey accurate, although do present a nice out of the box minitaure (toy / model )representation of the real thing.
I think the marketing department and production of these has tried to be very clever and aimed at, 1.) the kids and toys, 2.) the collectors, and 3.) the modeller / scratchbuilder with a view of a half decent base to start work with.
I know a great deal of large scale military collectors who have many of these, along with Tamiya, Bandai 1/16, 1/15, etc.
I think the thing is with these, is if you are after a larger scale version of a particular vehicle and no other kits are available, then get one of these......with a bit of modding, and re-painting, they can look exactly as you wish them to look.
Personally, I would be more than happy with one of these if nothing else was available in this scale.
I have always wanted a large scale Huey for my office and have often contemplated one of these, re-worked and re-painted, although I would to be honest be quite happy with the "out-of-the-box" product considering the application required.
Stupidly, the only things that stopped me purchasing the Huey was because my "other half" said but you won't have your fun building it!!!

and I wasn't entirely sure how much work would be involved in making it more accurate, so walked away leaving it for another day!