The idea that a guide's photo "standardizes" a trip is a simplification that doesn't hold up against the reality on the ground.
It's the kind of shortcut that makes you lose the race before you've even started.
For example, for The Wave, you need to win the lottery to go there, so if you lose, your entire "uniformity" collapses.
We see this all the time here with prior bookings; an image doesn't replace logistics, it can't win this battle.