You think so? He sure seems to be getting a lot of media and people on their toes waiting to see if the big bad U.S. government catches him or not - and then what will follow if a country does give him asylum?
Yeah, people are talking about him. That would be fantastic if he was in it for his own personal gain, but he tried to tell the people of the US that their government was over-stepping the line. Being the story is not helping the story he tried to tell.
I would imagine that if even a tiny fraction of the people hearing about Snowden then go in to investigate the spying, then that's more attention than the spying would get by itself.