Yes, a photo on a cover can arouse interest, but the impact of a single image on the standardization of an entire trip is about 1 in 10. The budget and logistics dominate much more, with an 80% weight on the final decision. For example, for The Wave, the lottery success rate for permits is less than 3%, which reduces the unifying influence of the photo to a marginal level. Actual experience is shaped by much more than images; it's a constant calculation of possibilities and constraints.