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For that matter A.C. Doyle wasn't too fond of his famous character. I remember reading what his reply was to William Gillette when he wanted to write a play in which Holmes gets married. Sir Arthur apparently said,"you can marry him, murder him, or do whatever you like with him." In the end it's thought that he wrote the later Holmes stories not because he wanted to but because magazines like the Strand were willing to pay good money for them and he needed/wanted funds for other things such as his research in spiritualism. So that might be another reason why he didn't want to be prominent in the advertising. He didn't want to write more stories about Holmes but if someone made it big news about this story others might have badgered him to write more. What year did the later tales start coming out anyway? I know they came out a few yrs later in the US than they did in England.
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