Is James Bond supposed to be famous ?

Ian Fleming's novel of Goldfinger (published 1959) includes a scene (very beginning of the story) in which Bond gets recognized by someone in a public space, and he resents the loss of anonymity. So clearly Bond was not famous in the novels.

The movies were (obviously) different. There are many examples of characters referring to Bond as "007" even though nobody is supposed to know that except for Bond, M, and a couple of others.

Right from the beginning, the movie Diamonds Are Forever is established as basically a slapstick comedy with some violence and dirty jokes. The idea of Tiffany Case speaking of James Bond as if he were a celebrity is dumb but it fits in with the dumb-ness of the rest of the movie.

I just took the first example as his being a known entity to avoid in 'bad guy' circles. Mind you, in the book, when Bond posed as Peter Franks he used the 'cover' name 'James Bond' (for a few chapters the book and movie parallel each other some).

The scene in AVTAK to me didn't suggest Stacey knew of "famous spy James Bond", more that she was surprised he was a spy as he'd told her he was a journalist and that's what she'd believed up till that point. Tiffany in DAF definitely had heard of "famous spy James Bond" though, and that is silly.