A digital manipulation expert, who edited and altered a lot of images for the fashion industry and wants to remain private, says it is normal to digitally manipulate a photograph of a model to make them appear thinner, regardless of actual weight. Generally, photographs are edited to remove the appearance of up to . However, in the past 20 years, the practice has changed, as more celebrities are on social media and the public is now more aware of their actual appearances; it is likely that significant alterations would be noticed. The retoucher notes that the industry's goal is to make significant income in advertising, and that the unrealistic ideals cycle will continue as they have to maintain this.