We ship some apps, e.g. search, without models.py. I think that
means it is not a valid Django app for Django < 1.7. But either way,
Django 1.7 definitely allows apps without models.py, so we need to
ensure we do the right thing.

Otherwise the ModelAdmins aren't discovered.

This makes it easier to customise Oscar. You can run this command to
quickly create local versions of an app that you want to customise. The
command creates the appropriate folder, __init__.py and models.py. The
only step requiring human intervention is to modify INSTALLED_APPS to
include the new app package.