That's only been the operational concept of Thunderbolts since Ellis' run on the title from back around 2007. I was never a big reader of the title, but the initial concept of the title was as follows:
In the aftermath of Onslaught (When the Avengers and Fantastic Four "died" for about a year), the only real big, operating superhero team was the X-Men who were not well liked since a mutant had killed most of the world's popular heroes. Baron Zemo, leader of the Masters of Evil, decided to have the team masquerade as a new team of superheroes to earn the public's trust and eventually use that trust for personal gain. There was no intent at redemption, no plan to better themselves, just a bunch of villains deciding to take advantage of the public's mourning and need for heroes.
The Thunderbolts did eventually redeem themselves, but the concept was very similar.



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