Jan, social dancing is alive and well. One can not say that comedy is not acting because it is not drama, or strawberry is not ice cream because it is not plain vanilla. Yes, these guys are entertainers. Part of what makes them good entertainers is the expertise of their craft. Your question "...heroes of what..." had already been answered... heroes of the OP.
I enjoyed watching all the "alternative" tangos. This is what I love about dancing. That people get so good at what they are doing that they transend the dance and are able to dance the musicality, whether thought out and planned ahead or being spontaneous on the dance floor.
It's what recharges my batteries and keeps me enthused when dancing "just OK" social dances