apushetayid, you missed the point. they are welcome to refer to their leaders by any superlatives they choose. they are NOT welcome to cross the line into avoda zara. It was part of a larger explanation of the sicha.
So let’s boil this thread down to three lines to avoid further confusion:
Every L’chaim newsletter published by chabad says “Lubavitcher Rebbe Shlit”a” on top. According to Rav Aharon Feldman, this is apikorsus. Done.