I think they see this type of photography as art, and just like a portrait painting, you can well, make things look nicer.

I don't think Queen Elizabeth the 1st looked as great as paintings made her out to be either, at least now we can see the truth, those women's magazines are just as obsessed at taking unflattering photos and plastering them on the covers as well. I distinctly recall a Mischa Barton in swimwear with obvious cellulite on one cover not so long ago, of course it's now Mischa Barton looking like a skeleton, so it varies.