I've never understood this war hero label. IMO, war heros are the ones that accomplish their missions and return to base, or die while accomplishing things against incredible odds. He got himself shot down, failed to accomplish his ground attack sortie, lost the navy a million dollar aircraft and the use of one of its pilots (himself). Where is the war hero in that?
If a hero is any enlisted soldier who goes into combat at risk of life and limb, well then we've got tens of thousands of heros. I've no problem with that, and I agree mostly with this sentiment, but then it makes McCain's war hero label somewhat ordinary. And then we'll need a label for those soldiers who against all odds acheive great things, perhaps Super Hero?