I think a lot of people expect actors to take on the role to embrace it, promote it and be part of the show that's been around for nearly half a century.
Eccleston simply saw it for what it was; an acting role. A job. Nothing more.
Exactly, which is why I don't rule out a return. He's an actor, it's a gig. He'll get a paycheck, and it'll be a one off thing that he'll never need to return to again. He couldn't buy the kind of media attention the Who anniversary will be generating. Especially with how big Who is getting in the states. It's win\win for everyone.