Depends on the situation...

What is a "Hero Call"?

Yahoo Definition:
A hero call is a call of a fairly sizable bet when all you can beat is a bluff, or when the situation is a textbook representation of a situation where you are beat but you determine you are ahead anyway.

At the stakes I play (microstakes) you are way better off not making hero calls but just waiting for the nuts and getting paid off. BUT sometimes when playing live or in live tournaments when the Villains pattern of play just does not make sense then there is a significant opportunity to make money.

On the other side of the coin when playing live there are lots of opponents that will "Hero Call" you to the river because they never even consider what you are playing but happily call off with third pair. It is important to identify these people to minimize losses when representing something and maximize your $$$$ when you hit.