Why are the supers always fighting for something?

We have all read stories of all the supers - Superman, Supergirl, Spiderman, Robin, Phantom, etc. They are always fighting for something? What is with all the fighting? Why can't they just negotiate through dialog? Isn't there an easy way to communicate and present their proposition? And what about the brands they endorse? Do the brands needs to fight those battles too?

I know the brands are always trying to get across to the consumer and in the process "fight" with the competitors for market share. The anecdotal fight is about gaining the consumers purchase, consumption and possible loyalty all for pricing, the value addition, the difference they deliver. There cant be a negotiation not because the other guy is bad or wont "fight" a fair fight of sorts but any dialog would be considered and treated as market collusion.

I recently came across a retailers add with a 'super' fighting for savings for the shoppers and I wondered who is this super fighting against the manufacturers of brands, other retailers or the merchandisers and management that needs to deliver the profit targets. The primal issue to me is who (which consumer) is this super talking to? I have never been asked by any super what I would like? May be I don't want savings but improved quality of service even if that means a higher price.