Important and popular aren't always the same thing.
As a matter of fact they're almost always the exact opposite.
Because important work breaks down existing barriers.
And challenges the status quo.
And existing thought patterns.
And there will always be people who will fight as hard as they can to protect the status quo.
So by definition important work won't be very popular.
Important work is important because it initiates change.
Change that will in one way or the other lead to the old being replaced by something new.
That's why important work is never popular.
And popularity will decrease with the increase of importance...
[Related: I stopped giving a shit a long time ago]