Words like "hero" are more often misused to try to invoke emotions in people to get them to spend more money on them. Like "hero" for instance is supposed to invoke respect, admiration, and trust. They don't want to do the work for people to see them in action and gain those feelings on their own, but they do want people to have those feelings towards their employees. So they invoke the term even when it doesn't belong and it cheapens the word a little.
That's advertising. Advertising (now and for a quite a long time), is like being in a light mentally abusive and manipulative relationship. I don't like it, but it appears to work on enough people that they keep advertising that way.