I looked at it this way. The thing most engineers, hero's or not, want to work on is new projects and to build products customers enjoy. The last thing they want to work on is maintenance. In my last personally owned company, small as we were, the engineering team and I documented how things worked as part of what we did every day. We found that by having the inner workings documented so that anyone in the team could effect a repair or update a piece of code freed us to work on new products and services. Just having the system continually documented freed our minds and kept us mostly happy (everyone has a challenge from time to time) and productive.
The documentation, not that it really matters, was done in a MoinMoin wiki. It was written by engineers, for engineers. We didn't stop marketing or sales or anyone else from reading it, but the target audience was the engineering and operation staff thus no one had to over-explain the vocabulary of our architecture.