Alternative theory: everyone who worked on this knew that it was not a filesystem and "object store" is a description intended to describe everything else pointed out in this post.
"Objects were really popular" is about objects as software component that combines executable code with local state. None of the original S3 examples were about "hey you can serialize live objects to this store and then deserialize them into another live process!" It was all like "hey you know how you have all those static assets for your website..." "Objects" was used in this sense in databases at the time in the phrase "binary large object" or "blob". S3 was like "hey, stuff that doesn't fit in your database, you know...objects...this is a store for them."
This is meant to describe precisely things like "listing is slow" because when S3 was designed, the launch usecases assumed an index of contents existed _somewhere else_, because, yeah, it's not a filesystem. it's an object store.