From Seed Magazine: Science Star Search. Dispatch from FameLab 2006 finals.
Once upon a time scientists tinkered away in their labs, emerging infrequently in order to announce a grand discovery. Naturally, the majority of the public could not understand such clever stuff, so the boffins would repack their beards and return to the lab to continue their investigations into science mysteries.
Nowadays scientists are not like this. They want to engage and communicate with the public about their work. What’s more, they’ve seen celebrity chefs, gardeners, nannies and designers on TV and they want a slice of the action.