Actually, Kodachrome was considered "vivid" a long time ago, when contenders were inexcusably poor. The guys that still use Kodachrome today do so for its "life-like" palette,not for popping color.
Of course, a great many use it out of habit and won't try anything else. But Kodachrome has been rendered obsolete a long, long time ago.
In my opinion, Fuji is vivid, but not exxageratedly so. Of course, you can get silly with oversaturating Velvia if you want, but Provia and Sensia are quite accurate, not Disney at all.