Part of the problem is that as far as American culture goes, 'male traits', that is, those stereotypically associated with men, are the traits that are lauded as 'strong', where traits most commonly associated as feminine are not (thats not to say feminine traits aren't put forth in a positive light sometimes, just that strength is not associated with them). Part of the fight, in the wider push to shift culture, is getting 'feminine' traits to be seen in a way that doesn't convey weakness in that strong/weak masculine/feminine dichotomy. Ideally, we would just do away with any kind of gendered association of strong and weak traits with masculinity or femininity all together, but we're not even close to that yet.
This push would help develop male characters too. By positiviely associating what are normally thought of as feminine traits with male protagonists, it helps lift the stigma that 'these traits are for men only, and those traits are for women only'. Overall, you'll see more well rounded characters.
edit: In this regard, I don't see anything wrong with making Bond a woman. Bond is a deeply flawed character when we look past the surface. He may be cool, smart, and be portrayed with irresistable sex appeal (total male power fantasy), but he's also kind of an asshole in a lot of his films (not to mention the books), and as Craig has portrayed him, a pretty damaged person on many levels too.
I find it all strangely possessive that people are so against a female Bond, or even a black Bond (not here specifically, but I think a lot of people remember the outcry when Idris Elba was floated as a possible Bond candidate). I don't understand what it takes away from people, having him reimagined as another gender, or color of skin. 'Because it's canon' is frankly a lazy argument, and nothing more than an appeal to tradition.
No one other than Fox News cries when Jesus or Santa are portrayed as black, what's the big deal here?