Isn't that look mostly a mapping of the observed wavelengths into the visible spectrum? I think at least for some of those images the different colors correspond to different chemical elements, which makes for pretty images _and_ some extra data that's interesting. For purposes of comparison with Hubble images it would also make sense to process them in the same way.

But apart from that, there's the raw data, which is surely somewhere in the public domain, but that's way less useful in communicating those achievements to the public.