Why the Hyperbole? Because some music has become the property and territory of show-biz, I should think. Salesmanship is important if you want to sell something, and you have to make it sound bigger and better.
Most of the musicians I've met seem reasonably modest people, and if any of them get aggrandised, it will likely be some kind of promoter that does it.
Classical and folk seem to be fairly innocent of the practice, insofar as there aren't too many 'legends in their own lunchtime' in these genres. Maybe that has something to do with the company they play to.
It would be hard to promote someone as super special to a public who has been listening to the worlds fine orchestras for 30 years, or an audience half of whom are performers too.