Non-judgemental in what way?
The same way people in real life glorify actors and singers and these actors and singers' images become something marketable is the same way this BNHA society glorifies the heroes and feeds into their commercialization.
All Might did his hero work for the pure love of the job but he was still glorified and commercialized (--> dolls, TV shows and such).
Some of the things you want in the future heroes- selflessness and kindness - are already things taught at UA presently, in addition to proper fighting skills as a hero. You can teach people to have certain standards but ultimately it's up to them if they actually hold to them. I would say there are presently quite a number of amazing selfless, kind, heroes who are not in the lime light like the top 10 Heroes and are not necessarily seeking it either (Eraserhead and Ida's brother come to mind).
Oh shit...all is going to hell but I can't help but be excited because I can't wait to see what will happen next. What kind of foundation will they build upon the ruins of this old fragile society? What will heroes grow to be next? Because the characters we've been following will be in charge of creating the image for the new generation of heroes and I really hope they will build heroes up to be selfless, kind and non-judgmental, not overly commercialed and glorified and hypocritical