A counterexample to the initial claim, which is probably more true of epic fantasy than of fiction generally: In Ayn Rand's fiction, it is indeed the heroes who have great and awesome schemes; the villains just want to wet their beaks, or to stop people from doing great and awesome things, depending on how villainous they are.
It's not clear to me that this is a counterexample. Ayn Rand's fiction strikes me as mediocre in general, but what strength it has seems to flow from following this principle.
[edit]I seem to have misread the parent, and am agreeing with it.
Another month, another rationality quotes thread. The rules are: