That show doesn't know how to talk about nerds in any way that is not meant to make fun of them.
I disagree quite strongly. While making fun is definitely part of it, it is a comedy and the fun comes from somewhere.
More importantly the show humanizes nerds, and illustrates that they are people with thoughts and feelings and hey they might be a nerd but they can still be good in the sack.
The show ALSO uses Penny to lampoon the "in crowd" and the more mainstream pursuits of alcohol and social acceptance.
Part of the social value here is that all of these characters have grown and evolved. So the nerds are "less" nerdy; Penny is more educated and selfaware; Raj is able to talk to women; Howard married a woman; and Sheldon is learning that physical contact is OK.
TBBT is also showing that "nerdy" might seem off putting but the characters have all done and achieved things that most people never will. They aren't amazingly wealthy but they are successful in academia.
If anything the sure has a pejorative representation not of nerds but of American intuitions of higher education. All of the professors are either old or nerds. I work for a STEM (science, technology, engineering, math) university. Very few of our faculty are represented by the cultural norms of either the protagonists or their colleagues like Kripke.
Sooooo, back on topic. I think 40K our miniature esteeming getting a plug would be fine. It might change how people relate to it, but from a broader sense growing awareness is good for everyone's business, including the customers.
In addition to many of the shows mentioned, I'm sorry to see The Simpsons
not mentioned. There was a good 10 years when the Simpsons was the most literate satire of American life on TV (or possibly anywhere). Sadly, it's now a caricature of itself, because somehow it's still running, long after the writers are retreading old material.