Although in the context of academic hiring, it looks like almost all recommendation letters among the study sample were good or excellent. However, about 20-25% of them used terms that convey that the subject as outstanding, rather than merely good.
Since high schools are engaged in an “arms race” regarding the number of kids they send to selective colleges, there is absolutely no reason for this to change. If the counselors and teachers at school A are writing LoRs for each of their students describing them as “Amazing” or “Outstanding”, their students now have a better chance than students from school B, whose LoRs describe students of similar accomplishments as being “Great” or “Excellent”.
I have been told by those who actually read these LOR that unless the letter comes out and says in all my XX number of years teaching I have never met a student like so-and-so, the amount of weight these letters carry is minimal.
The readers equate the adjectives: amazing-outstanding-great-excellent…
What a perfect phrase to insert into an inflated LoR! 
I would think that the concept of “fit” is something the LORs can contribute, assuming student is applying to schools that would be a good fit.
I think a lot of letter writers know this. They can write what appears to be a very positive letter, just in case it gets out, but know when and how to insert the language that makes a difference.
At least the more experience teachers and counselors know this. Getting a letter from a first or second year teacher is always a risk.