Actively marketing yourself and your ideas is one of the most important things you can do. Without, most people simply won’t know about it or will dismiss it. Just because you market it, doesn’t mean it’ll be successful - things still have to prove their worth regardless and will otherwise fizzle out.

How many important security vulnerabilities have just had technical white papers and no marketing have gotten wider coverage? Very, very few. It’s also very useful for humans to talk about something when given a short, memorable name.