It's pretty obvious that the marketing people decided with the latest Bond films they were better off abandoning the suave/sophisticated Bond (and the existing audience that liked that franchise) and instead should try and capture the "proven" market, especially in the US, for thrillers featuring a brash all-american style action hero.
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Originally Posted by Hood
Craig is very good but he's now more a paramilitary type than a spy/assassin.
Hood
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Indeed ... as the Cold War is over and CNN is now full of Iraq/Afghanistan. The new Bond is just a NATO/US special forces operative out of uniform.