Look, if Marvel had a great idea at appealing to female readers, then I'd say yes, smart business choice. But Marvel Divas looks like the same kind of thinking that spawned Marvel-based girl-focused accessories and cosmetics. You can't slap on some kind of Sex in the City vibe on a cast of superheroine and expect it to work. That's missing the audience completely. It's not just a question of 'What do women want' but 'What do FEMALE comic book readers read?' Predominantly, this is manga and indies. Find the elements, the essence that makes these particular genres so popular. And no, this does not simply mean having (in the case of mangas) typical manga/anime tropes and manga artists. That's why, with the exception of the one-shots, the Marvel Manga universe was such a critical blowout. Typical thinking that didn't take into mind the real material that attracts manga readers.
I'm not saying that Captain Britain should have continued longer if it was not a critical or commercial success to the company - though I would argue for the critical part - but rather than waste resources stupidly, use them intelligently. Marvel Divas shows a distinct lack of corporate/marketing direction. They are appealing to a general female audience, which frankly doesn't have a chance in hell. Not yet, anyway. Instead, focus on what the indies and mangas are doing, which have a comparatively stronger female CREATOR and supporter base. They're already working, now transport it to a mainstream title. Otherwise, keep things that are good, like Captain, up.