They are exploiting the black metal scene by mimicing its theatrics and image, and on Ozzfest, Shagrat supposedly said: "Do you want to hear some true norwegian black metal", before playing some silly new song from their newest album. They are repeatedly interviewed in documentaries that's about the black metal scene, and they show up, as if they're some sort of experts on the subject. So, in conclusion, they DO label themselves as black metal, because they know oh-so-very-well that that is what their costumers want.
I believe the term for bands such as this is "sell-outs".