He's being tolerant lately of americans marketing his lifes work. I can see why he decided not to play along with with this one. Making faces, pulling out catch phrases, dances and all cheapens and demeans the purity of what he actually does.
Agreed, he is a great guy but very serious about what he does. He puts up with a lot of commercializing his image but he has lines that he doesn't want crossed. I can appreciate that