The CFL is probably listed as "100 Watt equivalent". The manufacturers advertise that CFLs are about 4 times as efficient so a 23 watt CFL is "equal" to a 100 watt incandescent. From what I have seen a 3x multiplier is more accurate, so you would need a 33 watt CFL to match a 100 watt incandescent. If your CFL actually used 100 watts of electricity it would be an immensely bright bulb.
I realize that, retired electronic tech. You're right, what I should have said was 100 Watt equivalent and you're right about them stretching the word equivalent. You can get really tangled up when it comes to measurements in units of lumen and lux.