The Fat Burning Zone

Here is an interesting article about HR zones:

http://www.builtlean.com/2013/04/01/fat-burning-zone-myth/

I think the biggest benefit from exercising in the lower heart rate zones, especially in regards to running, is being able to do it longer and safer.  At 65% max HR I can literally go for hours.  At 90% I can go for minutes.  You're also a lot less likely to get injured from overuse when operating slower.  That's why Couch to 5K and the like are so successful.  Slow build up at easy pace.

I think you are right, but then why is "the fat burning zone" so promoted?  I hate being fed lies.  I would respond really well to a trainer telling me "yeah, you won't burn as many calories, but you'll last longer, you won't get hurt, and you probably won't quit due to pain!"