This opinion really surprises me. How is the popularization of science a bad thing?
To me, you just sound like a hipster , saying "I liked science before it was cool". Are you also one of those who thinks shows like "bill nye the science guy" or more recently "mythbusters" are equally abhorrent?
The fact is, hard science isn't glamours, but it can be exciting if you are doing work that interests you. I think if there is a cultural shift to science/scientists being the new movie stars, or is romanticized, it can only be beneficial. If being smart was cool, imagine how the entire education paradigm would shift.
Why do you want to "put down" those who have a passing interest in the subject? Many people like classical music, but can't play an instrument. Or watch sports but can't run to the bathroom without being out of breath. I see no reason that anyone should think, hey, I can do science, I am the only one that deserves to enjoy it. Having some degrees and working in a technical career, or academia, or whatever, is just one way to partake in the experience. Not everyone consumes what interests them the same way, but that doesn't make them less deserving of the enjoyment.
Would you prefer academics/science to be shrouded in some kind of elitism (more than it already is)? Sure it would make some people feel better, those who made it within the sciencey world, but really that kind of defeats the purpose. Science should be for the masses, and as far as I can tell, the more interest there is, the better.
Kids don't grow up wanting to be football stars because they train hard every day. They train hard because they see the glamor, the excitement, and want to be a part of it. Expecting people to get excited about science should be no different. You seem to suggest that if you don't enjoy reading textbooks, you don't deserve to partake in the experience at all, and I think that is fundamentally incorrect.