A practical question, and a moral one:
Would it be have worked out had the CEO tried to steal Montañez's idea, given Montañez came up with the spices himself?
Does someone merely not doing something unethical, at no cost to themselves, make them a hero?
Read my other comment on why I consider the CEO the hero of this story.
My point here, and it was obviously lost on some, is that the CEO saw the possibilities for the person, instead of simply seeing an interesting idea. I'm sure there are plenty of stories where a similar scenario played out and the protagonist didn't end up in Montañez's position.
A CEO isn't going to 'execute' on an idea by himself... it isn't like he was going to steal the idea, and go into the kitchen himself and create the cheetos. He needs someone who can drive an idea forward to execution, and that was the real thing he was selecting Montañez for... the idea was the easy part.
No, they are going to give it someone else to execute on.
Giving it to someone with Montañez background and position, even with the initial legwork he had done was, while heroic is certainly hyperbolic, at least noteworthy. Heck, taking the call was noteworthy. Execs that invite workers to “act like owners” it similar often don't really mean it and don't offer meaningful support when they do.
I wonder how likely this scenario would be in today's world. I have found personally that many companies are unwilling to take risks on employees who aren't formally qualified, even if they demonstrate the skills to operate at far beyond their current pay grade.
Second real hero of the story is his wife. How important is it to have people around you who will enable you do things you aren't qualified to do because they believe in you unconditionally? All of the importants.