To many people, William Shatner is a beloved TV icon. To others, he's a shameless self-promoter, a commercial pitchman for everything from margarine to hotel rooms. Few feel neutral about Shatner, so this story may come as something of a surprise. William Shatner rarely watches himself on TV and film. Like a lot of actors, when he works, he's in the moment and doesn't go back and study what he did and why. It's been working for him. As Denny Crane on Boston Legal, he's won two Emmys in the last three years.