Why are sex toys a taboo?

Even though our society is advancing towards liberalism of souls and gender, talking about sex is still a taboo. And discussing sex toys, even more. While all toys have a purpose to gratify just like Rattlers meet oral needs of infants, why is the discussion on sex toys always curbed? As if they have contagion. People are ashamed expressing their need for such toys, thinking that others might consider it impotency. Every one has different physical needs, so why the problem in expressing it and getting it gratified? Probably, that’s how the society is- keeping under wraps, the important part of our lives and driving factors.