Interesting - the opposing view seems to be that Assange (i.e., Julian Assange, the founder of Wikileaks) is trying to heighten his public profile in order to protect himself from (presumably US) government agents who want to "harass" him or possibly kill him. The reasoning is that intelligence agencies are less likely to go after public figures due to the greater likelihood of media attention, but it's perfectly reasonable IMO to believe that Assange is actually doing both things (protecting himself and promoting himself) at once. Of course, most of the Slashdot posters seem to think it has to be one or the other exclusively, but that's the interwebs for you.
Anyway, compare this with Jimbo's practical rationale for increasing his own public profile, which is to help promote Wikia, Inc. By promoting Wikia he promotes himself, almost by definition. Moreover, it's unlikely that Jimbo had "good intentions" at the outset when he and Larry Sanger started Wikipedia, or at least not the currently stated good intentions. Rather they were simply trying to stay ahead of the competition in the link-farming business, which is what Bomis was doing. (The breakthrough was when they hit on the idea of building an encyclopedia to use as a link-farm, which later became a publicly-editable encyclopedia-slash-link-farm, which rather quickly became a publicly-editable encyclopedia that no longer needed to link-farm because it was a link destination in itself.)
In both cases there's a fair amount of historical revisionism going on about these guys. Personally, I don't usually blame people for wanting to promote themselves as long as they're reasonably honest about it, but it seems clear enough that neither Assange nor Wales is particularly honest in that regard.