I think the "rock star" mantra used to work well when everyone else had dental job postings and a standard application form that had to be faxed in. Now, though, marketing and recruiting people are clued in on the "ninja" and "rock star" terminology, so abuse it to no end.

I too am turned off by these titles for this reason. When I'm recruiting I just go for what seems honest and appealing -- nothing overly flashy or trendy, but not boring either. I think the best positions combined with the best companies will always stand out in some way, but that way will probably continue to change.