Some are. They believe it empowers them. They believe they are exploiting men's weakness.
You already know what drives this: American Pop Culture. Just look at those who set the standards: Pam Anderson, Britney Spears, Paris Hilton, and etc. Let's not forget the most popular music genre, rap. The image that is being emblazoned onto young men is that the ideal goal are the fancy cars, slutty women, and bling. It doesn't cater to the educational elite, it caters to the lowest common demoninator.
Women loves attention. Some are willing to do whatever it takes to obtain it. For them beauty = power. When I'm taking about beauty I'm talking only about physical beauty. The message being conveyed heavily nowadays is that if you have it, flaunt it. For those that do I have absolutely no problem objectifying them as sex objects. Sorry, screw this feminist BS. I objectify women as sex objects. Is it all women? Absolutely not. Only those who flaunt it and want to be sex objects.
My friend (who lives in Vegas) and I had a long phone discussion about this before. He went to a porn convention not too long ago and could not believe how many beautiful young women there are. Gone are his notion about pornstars being predominately silicon enhanced bimbos with heavy makeup. It's not uncommon to see 18 y/o who look like minors. This day and age of the internet amateur porn made a big presence. Anybody with a camera and a hot body can make porn. My friend and I both agreed that the porn industry is going to get saturated (if not already) because more and more women are finding it acceptable and profitable to go into porn. This is correlated to the attitude of young women nowadays who grew up to a sex induced culture. The starlets of the past have it so good when the public weren't so open to pornography. Oh, the irony.