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The article is about the subject's social justice activism, not about her physics research. Nothing wrong with that but not what I was expecting.

As I get older I tend not to see things falling into distinct groups; they all blur together.

While you say it's not physics, to me it is because fixing one problem will help the field so (again, to me) separating them seems a mistake.

But that's just one POV.

Is someone a great physicist if they produce 0 papers but reduce stigma in STEM

If the reduction in stigma got more people involved who did produce quality work, then they've improved the field of physics - so in a way, yes.

You may reject the label 'physicist', I'd understand that, but results are results. (Edit: in which case, does the label matter?)

this is how they market themselves to HN