ah but you made one mistake TFP... his tremendous ego:
on NOT being approached, his publicist:
http://www.mi6.co.uk/news/index.php?itemid=1152 :
"Hugh has never officially been approached to play the role of James Bond", he said, clearing up the latest tabloid talk and Jackmania hype.
on starting the 'Bond rumour':
http://www.mi6.co.uk/news/index.php?itemid=1299 :
"I started the rumor, I mean, who wouldn`t want to play James Bond?"
And yes, I believe a website as mi6 has more value than a regular movie-based website for the simple reason that Mi6 does nothing but focus on Bond news.