This is one thing I've been railing against for years with male friends who complain about how shallow women are. I agree that men shouldn't be seen as wallets, but women should not be seen as sex objects either. It's equally wrong to objectify women as it is to do it to men. What I have seen is that women are often better able to step back and acknowledge that they are doing this than men are. Many times men seem deliberately blind or refuse to see the equivalency.