The least objective thing to do is to objectify.
Being Objective - to not influenced by feelings (http://www.merriam-webster.com/dictionary/objective)
Objectify - to treat as an object (http://www.merriam-webster.com/dictionary/objectify)
The first brings an allure of high-mindedness. It is a desirable trait. The latter isn't one, at least that is what everyday says in public.