I think its the way of the world nowadays... I do think there is a line with makeup, editing and filters where it can come across as deceptive... and I think a significant percentage of woman go past that line if they don't highlight the extent of the change. Men aren't immune from this principle though - topless gym pics where a bloke has just worked out and their muscles are temporary pumped up is really misleading too... they literally look that buff for about 20 minutes.