As former physics student, a lot of ego and little physics IMHO. Theoretical physics is pointless without experimental tests. Personally, I prefer physicists spending more time in the lab or in classroom than on mass media

Experimental tests happen after theoretical physics figured out what tests should be done.

Some degree of engagement with popular opinion and culture might be needed to keep on getting money for the experiments and grants for the students.

But I take the point you are making.

Also physicists tried the "keep out of the public and just do the science* thing and now everybody thinks physics has made no progress for 50 years and the masses think "string theory" is anything more than a topic in some books not aimed at physicists