That's a tradition that goes back even to the books. I remember reading that Fleming's intention from square one was to create the ultimate spy character, suggesting that he had an awareness of the genre norms that preceded him and that he was commenting on the genre as he saw it. The novels and movies are self-consciously spy stories,
almost in the same sense that Pulp Fiction is self-consciously a crime story.
To borrow from Paul Schrader, a James Bond story always has quotation marks around it.
Real spies are maybe a little less colorful and noisy, but that doesn't usually make for great entertainment.