This 100 thing looks very gimmicky.
It is but I suppose it's to catch the media attention and create an impression it's new, it's different and worth watching.
I think part of the aim is to appeal to a wider audience, with plenty of games on the BBC too. The BBC are known for their reluctance to cover cricket especially on TV. They would therefore be more attracted by anything that shortens the playing time, and 100 balls is less than the 120 in T20, and gives the impression it's cricket but with lots of other showbiz gimmicks.
Has some really worthwhile and laudable aims in trying to increase the potential watching audience as well as giving a platform to promote the women's game. In fact they're opening with a women's game which is a brave decision as it has the potential to really backfire.
Whichever way you think it should change, the current situation is what we're dealing with and women's cricketers just aren't anything like as well known as the really big names in the men's game, not even to the general cricket watching public never mind more widely, so it's going to be a huge ask to expect new viewers to turn on to watch players they've never even heard of. It's possibly the right call to tell the women they're valued and a real part of the new enterprise but commercially it could be exactly the opposite and undermine exactly what they hoped to achieve.