Anything sexual tends to be frowned upon more heavily than actual violence, blowing peoples brains out, no one blinks an eye, show a nipple and people lose their shit. It's partly due to how American was settled, they thought Britain was too immodest, so they went and settled their new land. That mentality has carried through for the longest time, again you can buy tickets for a raffle that will get you an AK-47 but have nudity in a paper and people will flip the hell out. What is the truly most dangerous? I remember seeing a nude woman on a newspaper in Germany and it surprised me since even in Canada that's just not done.
As for objectifying females, the female form has been objectified for ages. It's why we got a ton of classic nude paintings. Yeah, that's considered art but they could have put them in dresses or whatever as well. They didn't for a reason, people like the nude form, it's true of any age no matter what century. When it comes to gaming sex is often used to target the male buyer, especially teenagers who are younger and more into lusting over certain imagery when their hormones are firing on all cylinders. It works. It works towards other age groups as well but normally you only hear and see talk about the teenager demographic.
Look at Lara Craft, she was a massive sex symbol at one point and was on magazine covers everywhere that had nothing to do with video games. But she was also considered an empowered female and women adored her and her ability to stand up for herself and kick ass. There are other characters that are definitely sexual objects first and foremost, you typically saw these in the 90's with bathing suit style clothing if not mostly running around in thongs.
Is it ever going to go away in games? No. Because there is always an audience and sex sells. Society as a whole would have to go through a huge massive shift in how it thinks and operates and that's just not going to happen any time soon. It can easily be criticized how sex and women are treated in various ads and has been, in gaming and otherwise but you look at almost anything in the world, be it clothing, drinking, movies, comics or cars. Chances are there are ads that do in some fashion have women being objectified in some manner, even if as prize to be gained.
It's a certain mentality wired into brains and like I said, that's not going to fade away over night. But given time, who knows. You certainly do see a lot more discussion and even consequences these days with those who may go over board when it comes to objectifying women or treating them poorly.
It really goes beyond gaming.
In so many ways it depends on the context and view point of the person as well, not everyone will consider the same thing objectifying. There was a good thread that portrayed this here some months back, forget about what but there was quite a bit debate on the issue where some people had no issue and others thought the woman was being objectified. In the end there was debate if it was simply their own way of thinking that was creating the objectifying.