Maybe for an Ogre but they sure as heck ain't 28mm.
HAve you ever met a black orc? How are you sure that the models do not represent a black orc scaled to 28mm? Do you expect everything to be the height of a human?
Phil
In a literal sense you can obviously do anything you like in terms of scale.
What gives me and obviously a lot of other collectors/painters and gamers a bit of the old eyes rolling effect is the size creep compared to previous editions so they don't mesh with your existing G-dubya rank and file for instance, which is a real shame when you are looking for new poses to bring a little variation to an existing unit... and also their scale to other models from G-dubya's different armies.
I understand that the kiddie target market doesn't bat an eyelid because they are not around long enough to comprehend anything like size or price creep.
It's us oldies that see the negative side of it.