Proud or Paid?
Science is a creative product - just like books and CDs. While one can't go about writing "late night infomercial" style headlines for manuscripts or grant proposals (I'm sure that would backfire), it is essential to pay attention to how the work is being "marketed". (aside: most science work is not marketed at all - that's why most articles get buried in the trashbin of history so rapidly).
Morgan Giddings