Unfortunately, "subjective" is often used as a dirty word especially around here where some folks even claim to prefer html stripped of all styling. As you pointed out, there is a lot of thought and sweat that goes into the creation of a typeface. The artistic aspects deserve respect and attention not just from the practitioners but also from their users.
I think it's actually a good thing that there's a proliferation of typefaces. If a large company, wanting to avoid millions of dollars in fees to license a typeface, can pay a designer to create a new one that's a good thing. Even if the typeface is created for reasons of brand vanity, it puts someone to work and helps to further the development of typography in general.
