I can see the thinking behind the move -- embracing their identity -- but the thing with pinyin is that's not always intuitive for English speakers who've not learned it explicitly.
For instance, take the common New Year greeting 恭喜發財, romanized in pinyin as "Gong Xi Fa Cai". "Xi" in pinyin is pronounced somewhat like "she" in English, but someone who doesn't know will intuitively try to say "eks-ee" or "eks-eye" which is incomprehensible to a native Chinese. Likewise, "Cai" is like "tz" + "eye", but someone might try to say "Kai" as in the pronunciation of "Cairo".
For instance, take the common New Year greeting 恭喜發財, romanized in pinyin as "Gong Xi Fa Cai". "Xi" in pinyin is pronounced somewhat like "she" in English, but someone who doesn't know will intuitively try to say "eks-ee" or "eks-eye" which is incomprehensible to a native Chinese. Likewise, "Cai" is like "tz" + "eye", but someone might try to say "Kai" as in the pronunciation of "Cairo".