What does that matter when they don't act like the Bond from the books that everyone tells me about? Just slapping a logo on the front doesn't mean anything by itself.
I'd agree with you if they continued on the path that started with Brosnan but that is not what happened. After the mess that was Die Another Day they went back to the Ian Fleming source material and followed the Casino Royale book extremely closely (other than updating the time frame it takes place in) and based Craig's Bond on Ian Fleming's to a far larger degree than Brosnan's ever was.
They intentionally took back the franchise to Ian Fleming after it started floundering.