Well if the ones making the movie are the rights holder of 007 franchise I think it's not riding on others success. More like expanding your own success. Similar to the producers of Fast & Furious making the Hobbs & Shaw movie. Or the producers of The Mummy franchise making The Scorpion King movie.
007 is just a code. It can be anyone, not always James Bond, eventhough to this date James Bond is the only agent 007. In fact, in the novel You Only Live Twice, Bond was transferred into another branch and given the number 7777.
Making James Bond not James Bond is silly, but making 007 not James Bond is within the premise of the original story. Or just make a 008 movie, or 011, or 070, it doesn't matter. As long as it's still "in universe" with Bond, I'd like to see it.
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