And no, I do not think that is reprentative of all or even the majority of Lubavitchers at all. However, it gives the wrong impression.
Not to mention at the Israeli Independence Festival up in Encino this year, there was a small plane towing a banner with Rebbe Schneerson's pic on it with 'moshiach' written on it.
If you don't want people to think you are worshipping a rebbe, then don't do things publicly to make people think you are.
This is the 10th anniversar of his death. There was a large to do in Crown Heights. No official called him the messiah.