Mistake #1 that people are making in reference to Cheese:
You're assuming that the noun stands on its own. It does not. The noun Cheese, in relation to HeroClix, is the nouned version of the adjective Cheesy.
1.Containing or resembling cheese.
2.Also slang for not acceptable in a manner that most would think is embarrassing or just not "cool".
3.(informally) Trite, contrived, cliche. Often of poor quality; shoddy....