The public makes the odds in the end, and they're usually right
Sometimes someone does have an inside angle, but an extensive network of spies isn’t required for setting a book, though it does help.
“I happen to know one of the Fleming family and I always say, ‘Who do you think it's going to be?’ so we all use every asset at our disposal in effect,” says Adams. “But the simply reality is that the market makes the decision.
Weirdly, there’s actually a strong correlation to betting behavior and what actually happens—even though there’s no actual causality.
“The vast majority of times when we have seen a gamble such as this, whether it be on the Royal Baby name or the next manager of Mass United or whatever it may be, invariably they're correct,” says Adams. “My belief is that certainly Damian is being discussed. He's probably on a short list, at the very least, and personally I'd be very surprised if Daniel Craig does another Bond. I'd be absolutely astounded if that's not the case.”