So clearly you don't remember Dalton famously turning down a $1 million dollar offer from AMERICAN EXPRESS to play 007 in a series of commercials that not only would promote their line of credit cards, but would also help promote THE LIVING DAYLIGHTS.
I can do tit for tat also.
I don't know if that is really a good example of Dalton not wanting to do publicity for the films. I don't recall previous Bond's doing TV commercials in character of BOnd. Back in 89 I would have thought a TV commercial with Dalton playing Bond would have cheapend the character (of course I did not know about the Japanese Lark commercial at the time).
I think much of this argument may have to do with which side of the pond you are on. Now I am a big fan of Dalton as Bond (although I far prefer TLD) but I have to say, in the US LTK BOMBED! Internationally, if fared better than the US, but was still below expectations.
I also think (and this is what I gathered from import magazines I got my hands on in the late 90s) that in the UK Dalton was more highly regarded as Bond than he was in the US. Of course the US is a much bigger market than the UK, which has some impact as to why Calley did not want Dalton back (you can listen to the EON spin, but it is a pretty well known fact that Calley did not want Dalton back for GE).