The scientific method actually correctly uses the most direct evidence as the most reliable, because that's the way you are least likely to get led astray into dead ends and to misunderstand your data.
Some things tend not to work so well for science - things that rely on substantial written contributions by key experts are a case in point - but even there I tend to keep an open mind, because it may just be a case of finding the right formula.
Public enthusiasm for new advances is a key ingredient in influencing policy-makers to stimulate follow-up work with suitable funding, and it can be achieved far faster now that interested non-specialists can explore new research autonomously and can also be appealed to directly by scientists.
Most scientists will get serious media exposure about twice in their entire career. And they'll get that because they've actually done an experiment that was interesting.
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