Earlier quoted context omitted.
Why do we have to discard the morals of a business to judge it "objectively?"
Because morality is inherently subjective
If morality is subjective, then that means there is nothing objectively wrong with murder, rape, pedophilia, chattel slavery, or any number of things that most civilized people would find abhorrent.
I'm not even trying to make a religious argument about the source of some objective morality, I don't think it's necessary to solve that to answer the "objective v. subjective" question.