My first reaction at how public he is making his identity and why he disclosed those documents was that he is seeking fame and flattery. But it's actually the best thing to do.
By making sure the public knows who he is, where he is, and what he stands for Edward Snowden has (hopefully) protected himself from the more nefarious things American intelligence services may do to capture him by making them impractical for the sake of public relations. China would no doubt be upset if CIA agents nabbed him from a Hong Kong hotel. Plus, his fame gives an incentive to nations to give him political asylum if they want to make a political statement against the U.S.