Are companies not hiring 'rock stars' anymore?

All of these terms just seem designed to haul in the people with the biggest egos. You're not just a widget, working on a computer, producing results. You're on stage, with lights and speakers and a crowd cheering your name! You're world famous! Go you!

I have no interest in being a 10x rock ninja. I'm happy being a programmer, or 'engineer' if I want to feel especially fancy.