Will pricey prizes create a new genre - Oscars for science?

The old joke goes: "How many psychiatrists does it take to change a light bulb? It depends. First you have to determine that the light bulb really wants to be changed."

The Breakthrough Prizes, the so-called Oscars of Science, asks the question: How much money, glam and glitz does it take to change a scientist into a celebrity?

Begging the question: Do scientists really want to be celebs?