Just because it's fictional doesn't mean you can simply throw away morality. There's a difference between a work made specifically for a specific fantasy and a general work.
Yes, it does, because it's fantasy. We have a name for imposing morality on fantasy; it's called "thoughtcrime."
Some of the greatest works of fiction challenge the most ingrained ethical norms. "To Kill a Mockingbird" certainly pushed the boundaries of what was ethically acceptable in 1960 when it was released. One of my
favorite movies follows the life of one of the world's absolute worst as he is captured and "rehabilitated," and the most remarkable thing about the movie is that it makes you sympathize with the violent rapist-murderer. For that matter,
several Kubrick films challenge ethical norms.
Now that's not the kind of show we're talking about here, obviously. But then, the shows we are talking about are, for the most part, meant as entertainment. They're not exploring deep themes, they exist for the sole enjoyment of those watching. They're certainly not some great social commentary like "A Clockwork Orange" was,. They're just a bit of fun made for people who enjoy that kind of thing. And in the pursuit of that, they indulge in the same fantasies that their primary market (people like me) indulge in, because they're largely
made by those people. Where is the harm in that? These shows are created by otaku, for otaku. They're certainly not trying to challenge our ideas about what women should be like. They're made for people who like to indulge in their fantasy now and then, people who want an escape from a real world that is too often dreary and harsh.
Moreover, I have to wonder how little you think of us. There's this idea that seeing these things in anime, suddenly we're going to expect them from real women. I mean, come on; we're not stupid. We can tell the difference between a television show (or a visual novel or a manga or a video game or whatever) and reality. For evidence of this, you really only need to look as far as our nomenclature; things that happen in anime (etc.) are part of the "2D world" and things that don't are part of the "3D world."
I have a friend, someone I've known for a pretty long time, that is intensely fearful of more anime (etc.) being localized into English. He wants the market to remain as niche as possible because he worries that ideas like this will squelch the nearly-unlimited creative freedom that authors have enjoyed in making the things they want to make for people who will likewise enjoy them, the very creative freedom that have made Japanese entertainment so enthralling for the rest of us. I want more things to come over so more people can enjoy them, but it's difficult to argue against his position when there are people out there getting outraged over something as trivial as fanservice in anime.