The biomechanics of the healthy human body are a beautiful thing to behold, to be celebrated for their own natural majesty. Working out is dorky as hell, but it can be kind of cool looking sometimes. A healthy human looks nice, so be healthy derp. Do the work, you can look healthy too! Marketing tries to sell a brand of lifestyle behind the image of a healthy person, so they want the best image they can make. Problem is, the result comes from the work, not the marketing, and they don't want to photograph or advertise the work, or tell you that you will indeed also have to do hard work to become healthful :P