And who can qualify as a martyr in your viewpoint?
Martyrdom typically carries religious overtones in my cultural context, not so much political ones. So someone burned at the stake in old times because they believed in Christ or Mohammed would be considered a martyr: someone who died more for who they are and what they believe in, not for what they did. So a Chinese dissident who stood up to a tank in Tainanmen Square that ultimately ran him over would not be considered a martyr.
So from my perspective, to see it used so casually dilutes the term. There are people who are captured prisoners and might die in an enemy prison from severe diarrhea and they are called "martyrs." It contributes to a sort of victimhood mentality of the culture using it. When you consider a much broader group of people as martyrs, you build your cultural identity off of victimhood. And any culture that tries to boast its cultural values over another's in a "we suffered more than you" superiority is ultimately making more cultural legend out of failure rather than success. That can't be too good or culturally healthy.
So to be briefer and more to the point: martyrdom celebrates failure. But by not calling them martyrs, you do not.