IT was the smooch worth "$10 million"- but the Australian Romeo who stopped the globe with his kiss amid a Canadian riot doesn't want to cash in on it.

Scott Jones made worldwide headlines when he was photographed embracing his girlfriend, Alexandra Thomas, amid the chaos of this week's ice hockey final riots in Vancouver.

Mr Jones, a former Aquinas College student turned comedian, and his Canadian girlfriend yesterday turned down the offer of flights to New York to appear on The Today Show and Good Morning America.

Celebrity agent Max Markson said the global exposure was worth a potential $10 million, while public relations firm PPR Perth managing director Peter Harris said Mr Jones could have cashed in on the "advertising equivalent of millions of dollars".

"It's a $10 million branding exercise. If you had something he could endorse it would be amazing. It would be good if he drank Red Bull," Markson said.

But Mr Jones said he didn't want the "extra stress" and instead the couple will follow through with holiday flights booked for California today before continuing home in the coming months.

"It's just too much," Jones said in his only interview, with CBC News Canada yesterday, of the talk show offers.

"We just don't need the extra stress. We are totally booked up for the next three weeks. We have everything planned, we can't change anything."

Ms Thomas added: "We're going on holiday. We've been looking forward to this for months. We're just going to go spend time together."

Freelance photographer Richard Lam took the photo of the couple lying on the road as Mr Jones helped Ms Thomas after she was knocked down amid the riot, sparked when the Vancouver Canucks lost an ice hockey final on Wednesday night.

They had been watching the game at a bar. Mr Jones has been in Canada on a 12-month work visa. He and Ms Thomas are believed to be planning to move to Melbourne later this year.

Mr Jones' mother Megan told The Sunday Telegraph from Perth: "I saw the photo when I logged on to the computer and thought, 'Oh, for goodness sake'."