But they don't need to make "James Bond" a code name... If you read the original Ian Flemming books... James is one particular agent. It's really his name. He is a "Double-OH" Agent for MI6, meaning he has a license to kill on his missions. He is one of several agents with such a designation, as we have seen because there have been more than one "other 00" agents killed, attacked, or spoken about in the other films (usually killed). He may be the "best of breed", but James Bond was intended to be one particular person... that's what makes the stories so amazing... this one guy can do all of this! As for continuity or changing peoples and whatnot, that happens... heck I've read comic books since I was a wee lad, and there's times when continuity is just thrown out the window... and if the story is intriguing enough, I don't mind.. Admittedly I haven't seen Casino Royale yet.. but I think it might be a little early to call him the best ever. Of course I don't need to see it to say he'll be better than Timothy Dalton, and probably better than Roger Moore!