I think of these cookies like graham crackers - they come in all of the typical graham flavors (vanilla, cinnamon & chocolate) and I think they usually do get advertised as such. In fact, I wasn't even aware that the company didn't refer to them as graham crackers -weird. It's like you get an idea about something in your head and nothing will stop that idea from changing.
So, that is all off topic.
I found these one year when I was making a desert that required a graham cracker crumb base. The girl at my health food store told me they were good and she has been right in the past so I bought them. They are thicker then a graham cracker - like a lot thicker. But the thickness is great for creating a graham cracker crust and the cinnamon flavor is really nice - not too cinnamon-y.
Not too long ago I did attempt s'mores with these cookies and was pretty happy with the result. Since the cookie is substantial it holds up to heating and the melted chocolate.