The Chive and Chivettes

My favorite website, thechive.com, started out as an entertainment site, but has turned into a sort of cult following.  Their name comes from the locations that the two creators resided in at the time of the site's birth; Chicago, IL (CHI) and Venice, CA (VE).  The Chive encourages followers to practice Random Acts of Kindness, participate in their charities, and also to submit photos showing your love for the site.
The Chive follows a certain pattern throughout the week for which albums they're going to publish.  For instance, Motivation Monday (featuring humorous motivational posters) or Cat Saturday (funny or cute pictures of cats).  However, even though The Chive has a fairly equal following between males and females, every day The Chive publishes at least one album featuring women, or Chivettes.  The photos are usually pretty revealing and focus primarily on The Chivettes' physical attributes.  Wednesday, for example, exhibits an album in respect to "Hump Day" and spotlights rear ends.
Now, I love this site.  I can appreciate the female form and I enjoy the entertainment albums.  My question is, should this site be considered offensive?  I know for a fact that there is a disclaimer if you download the site's app for a smart phone.  The site doesn't show full nudity, but it's still not a site I would peruse with my mother.
One the one hand, the argument could be made that The Chive is using pictures of pretty girls as a means to an end.  Guys want to see the photos, so the site gains popularity and can receive many from advertising.  On the other hand, Chivettes are submitting these photos voluntarily in the hopes of being published on the site as a "Loyal Chivette."
So this was just a concept that interested me.  The site is not evil by any means.  They mostly like to publish stories about charities they are involved in and recognizing people for their Random Acts of Kindness.  They just also happen to post albums of attractive women.  Should that be considered oppressive?

www.thechive.com

http://thechive.com/2013/12/09/chive-charities-donates-50000-to-help-child-burn-victims-find-a-better-life/

http://thechive.com/2013/06/19/jade-elizabeth-is-the-chivette-of-the-week-24-hq-photos/