I assume you weren't really picking on Schneier. He's a self-promotor in a pretty healthy sense. He has written much content on the human aspects of security useful to laymen. He does so without being arrogant or saying "I invented this". All in all, a good educator that doesn't talk down to his audience and can explain things so that his "grandmother could understand" (my favorite Einstein principle). He has interwoven this practice into his business, the beneficiary of his self-promotion, which seems to have done well for him.

I might even recommend Schneier as the poster-boy of healthy entrepreneurial self-promotion.