She's a very talented actress and wants to be known for those talents, not just her body. She has stated that several times in interviews. Just google it, I'd post links for you, but I'm on an iPod at the moment.
She doesn't want to be a complete sell-out like Rapace and Temple. In one interview she specifically stated she went in for an audition for the Alien prequel 'Prometheus' and they asked her if she would be willing to do nudity and she told them she had already done a nude scene in here career and wasn't going to do it again. They passed on her and gave that role to, you guessed it, Noomi Rapace. Sometimes with American directors they want to know how much an actress/actor is willing to commit to a role, and considering there was no nude scene in 'Prometheus' you can know they wanted to make sure she was willing.
Gemma isn't the only actress who does this. Rebecca Hall is the same way, she did her nude scenes in her career and wants to move on. Evangeline Lilly, well, she has it in her contract she won't ever do a nude scene (hell, she almost left the show 'Lost' after the first season cause they wanted to do a partial nude scene and she flat out refused and threatened to walk-out but they changed it for her).
And the part about is it better to do a nude scene than be in a crappy blockbuster? Gemma is, reportedly, done with big move blockbusters. She did Clash of the Titans, Prince of Persion, Hansel and Gretel to get her name out there. As can be seen from her recent filmography, she is sticking to the cheaper Indy movies...so in a way it is her choice not to be in a big blockbuster american movie. She's turned down three Marvel movie roles, so that's saying something.
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