I don't see it as a bad thing though - I mean the images.
When sex is put on a positive context is always good (when is not detrimental or involving young age related issues).
Men and women are supposed to like sex and seek it in images, get literally attracted to these images (to notice them on a sea of images and visual pollution). That is why sex sell!
On that note, I would like to share this S/S 2015 digital ad campaign from Denim x Alexander Wang to celebrate women's empowerment of sex, beautiful visuals and a positive lust (as women are entitled to be sexually expressive in many forms).
However, I believe that reading a book or watching a film doesn't mean women want to be submissive in life or that women are not in charge of their lives. Actually the idea is that women now can be strong, fearless, owners of their decisions and choose to be submissive in sex. It's their choice and what they want at that moment, that doesn't necessarily reflect their personality in all other aspects of their lives.