Great film, Craig was perfect as the 'proto' Bond. Very British (yes, yes I know Bond isn't), refined until he needed to get his hands dirty, and very much a raw version of the Bond we have come to expect.
Yes, the product placement jarred a little, and some of the dialogue in the romantic scenes was overdone, but overall a highly enjoyable film, very 'Bond', and imbued with the cachet that sets it apart from other action films and recently had been somewhat lost.
Like many others, I really don't understand why people of reasonable intelligence are getting hung up on the prequel, but in 2006 situation. Every Bond film so far has been set, more or less, in the time that it was made, to change this would be a much odder decision than the one taken. You might as well ask why Bond didn't age an awful lot in the preceding 40 years of films.