I would classify them as Jews, but way off base. And just a bit creepy. They were not who I had experiences with, though. In a way I appreciate "normal" chabbad, as they do only try to get Jews to be....Jeweyer (word? not really, it feels very John Stewart, though, so it stays!), rather than trying to get non-Jews to become Jews. IF you want to go that way, they can be a big help.