It is very obvious to anyone well versed in general Chasidishe Sefarim among others, what point is being made by these highly publicized Chabbad Rabbonim.
Yes, it makes me cringe as well, being aware of how certain terms are much better off being kept with the original context. Anyone who follows the ideas of איהו שקיא דאילנא or מָה הַקָּדוֹשׁ בָּרוּךְ הוּא מָלֵא כָּל הָעוֹלָם — אַף נְשָׁמָה מְלֵאָה אֶת כָּל הַגּוּף. מָה הַקָּדוֹשׁ בָּרוּךְ הוּא זָן אֶת כָּל הָעוֹלָם כֻּלּוֹ — אַף נְשָׁמָה זָנָה אֶת כָּל הַגּוּף wouldn’t have a hard time understanding talk of חלק אלוק ממעל, and ממש.
Referring to someone or something as godly is hardly new to Yiddishkeit. That is exactly what the speaker in the video was referring to when he expressed his dismay in trivializing the Rebbe’s successes by attributing it to a personality or charisma, rather than to heavenly aid and divine inspiration.
Whether or not you believe in contemporary tzadikim having Ruach Hakodesh, I’m sure you’re aware than many great, holy, smart and pious people did and do believe so.