I happen to think that the academic should be doing things of importance.
Primarily the academic's job is to teach. In my particular field, there isn't really much research done --unlike the sciences where there may be academic related positions that aren't in the classroom -- so the majority we do deals with the lives of others.
I'm not going to jump on you for saying "the academic's job is to teach" although that is not true in many field (maybe, to some extent in any field.
But my point, which you seemed to have missed, is in response to this idea that everything we do in our professional lives must be important. Teaching students is important. Grading 1 page response papers really isn't. Writing a book is important (hopefully). Going to a conference can be a chance to visit a new city and catch up with friends without Western Civilization as we know it collapsing even further.
If someone wants to object to a fluff piece in the Chronicle, it needs to be for a better reason than "we need to be doing things of importance."