It is not that the release of Skyfall is unworthy of fanfare, particularly given that it coincides with the 50th anniversary of James Bond's first ever outing (in Dr No). BSkyB's decision to launch an entire channel dedicated to the exploits of 007 and his Walther PPK is, however, rather missing the point.
From Friday, those who feel so inclined will be able to watch all 22 official Bond movies, plus the two unofficial ones, in high definition, around the clock, without even stopping for advert breaks. But who wants to?
After all, the appeal of From Russia with Love et al lies, more than anything else, in that incomparable mix of serendipity and indulgence that characterises, say, the stolen hours of Boxing Day afternoon. Always-on Bond? No thanks. Where's the charm in that?