"Good writers are those who keep the language efficient. That is to say, keep it accurate, keep it clear. It doesn't matter whether the good writer wants to be useful, or whether the bad writer wants to do harm." (Ezra Pound, ABC of Reading, p. 32)
Good academic writers contribute to the efficiency of language, and they do so in a very specific way. One thing that we need to be able to use language for is to state facts and support them with arguments; the universities should serve society by maintaing precisely that function. From undergraduates to full professors, academics ought to be keeping the language in shape to "assert and deny facts," as Bertrand Russell put it. They do this by keeping themselves (their minds) in shape. And they do this (or should be doing this) by writing regularly. A university should be a place where students meet teachers who care about language and where this passion is passed on in the natural way. People who are able to write clearly and accurately, and who want to write that way for a living, should find themselves drawn to the universities. They should feel that it is a natural environment for them. That is, they should get the sense that what is being required of them is also something they are good at. Maintaining the prose of the world is a labour of love.