Which is what I'm talking about. While Skyfall was simultaneously showing Bond's personal history right up front, laying it out there and eliminating the possibility his name wasn't James Bond, they were just as explicitly holding up Silva as an example of a 00 who operated under a pseudonym the entire time, to the point where Bond had to press M as to the nature of Silva's actual name. Silly as it may be (and I'm not even in disagreement on that note) - the part about it preserving continuity is what I think makes it a real possibility, and also relevant. The continuity is obviously way more important to EON now than it's ever been. That's partially why I think codename theory is in play - it allows them to stick to that continuity while giving them the freedom to cast new actors who can bring their own takes to "James Bond" - which as has been pointed out already, is just as much brand name as it is character name by this point.