I've wanted to play a covert-operative themed game for a while... not really SPY, persay, although that does create some great opportunities for tension and might appeal to the NC-friendly audience, but I really like the idea of a game themed around MI-6, CIA, or some fictional entity similar to La Femme Nikita (no, not the tv show).
For me the appeal here is a combination of things:
1, I like to have a character that allows me to fantasize about being smarter, physically superior, and/or sexier than I am. And, of course, the CIA isn't actively trying to recruit me (Or.... ARE they...?) so fiction it is!
2, my favorite thing about the 007 movies is that there's variety... he's constantly thrust into spiraling situations that go from setting to setting, challenge to challenge, never lingering on the same thing for too long. Moonraker space-laser battles (cheesy, but funny!) to high-stakes casino games to seduction on the high seas. Never know what's going to happen.
3, Having a close-knit group who can never really trust each other... you know, might have feelings for each other, friendly or romantic, lustful, rivalrous, or even distaste, but having to swallow those feelings for the sake of a mission.
Anyhow... if done as a very small-group game, someone's going to have to drive the plot. I've tried collaborative free-form roleplay here, and it just NEVER quite works out... two or three players get REALLY into "let's go do THIS!" and player number four is not, so he/she says, "well, all that almost happens, but this happens instead."