Objectivity

Academic text must be objective, i.e., personal opinions are avoided in motivations and arguments. Using the author's own experiences or feelings in order to motivate particular choices is also not allowed (unless specifically stated in assignment instructions).

Examples
"We chose to use a SQL database, based on the extensive experience of one of our group members in writing SQL queries."
The experiences of one of the authors (presumably) is used to motivate a particular choice.

"We chose to use a SQL database, since it is particularly suitable for..."
This appears to be a more objective argument, but see also the page on Analytic competence.

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