For me, this is in part comes down to whether scientists are public figures. Does accepting public funds require that our faces be associated with the research in a very public way? I struggle with this a bit, particularly when, as just one example, animal research is involved. You would not believe (well, maybe you would if you have ever read Youtube comments sections before) the abuse that comes with publishing a story with any general/mainstream media interest and that involves research animals in any capacity.
I agree that a publication's authors may well be the best ones to explain the relevance and impact of a study. I agree that scientists have an obligation to make good use of the resources given to them. But, I wonder if everyone should be subjected to the type of scrutiny that might come with this well-meaning endeavor.
Remember the physicist that wore that shirt during the interviews about the comet landing?