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But the scriptwriters' attempts to tone down the comedy, made Dalton's Bond in The Living Daylights and A Licence To Kill, a dark, vulnerable, humourless man.
BBC: The many faces of Bond
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Yet, with Daniel Craig becoming the latest actor to don the 007 tuxedo in "Casino Royale, " Bond appears to be in no danger of having his licence to kill revoked any time soon.
CNN: James Bond: The world's favorite spy
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Ultimately, a mechanism for licence-holders to trade their rights on a secondary market, similar to a bond or commodity market, could lead to more efficient allocation.
ECONOMIST: Spectrum policy