Iwire, that comment regarding industrial electricians is unworthy of you.
The industrial maintenance field is most definitely a field of trained professionals .... who else did you think got "ladder logic" going with PLC's? Simple answer: the union (UAW) electricians at GM, when Allen-Bradley started making PLC's.(The A-B intent was to use Boolean symbols). Are you seriously suggesting that these guys don't know how to power motors?
"Based upon" does not mean that you are limited to using only the number on the nameplate. Please note that the same language is not used regarding OCPD's. In this regard, "based upon" is no more than another way of saying 'should.' That FLA figure is nothing but a starting point. Start at FLA and work your way down.
Now, if you meant to say that putting LARGER heaters in was a bad idea, I'll agree with you.
As an aside, the FLA figure is an important figure. Motor makers are extremely willing to fib (their term is 'relable') about the horsepower of their motors. I just replaced a 7-1/2 hp motor that turned out to have been a 10 (larger) motor that Baldor had 'relabled' for some reason. Something to keep in mind the next time you wonder about those wire size charts in the motor tables ...
You're hardly 'hacking' things, or making them less safe, by protecting the motor more closely. True, one can find exceptions where other design considerations take precedence (lifting magnets, fire pumps, etc.) .... but that's why they're called 'exceptions.'