The vast majority of researchers do their work in the mostly-anonymity of the research community; the most prolific could maybe hope to become vaguely-known names within their broader field, simply because their names are attached to so many research papers their fellow academics are marinating in, but being the biggest name in bioinformatics (a huge umbrella field, and one that actually gets grants) hardly translates to your name getting a second glance in academic computer science, let alone anywhere in industry. Einstein’s fame was earned, certainly, but there are other figures from the 20th Century who did great things and who are much less famous, such as John von Neumann.
Newton is history book famous, in that his works are so foundational he gets mentioned as a big figure in the history of science portion of the world history classes we all sit through in high school and grade school. That’s retroactive, by definition: You can’t be in history books until you’re history, one way or another, and most people achieve that long postmortem.