There's nothing wrong on your end.. it's very common for hatcheries to use photos of show winning stock that doesn't even belong to them, often with disclosure. while some will show their stock.. See the main issue here being.. (if I'm not mistaken) they likely don't even keep their own birds, but have smaller, "contract flocks".. and are indeed, JUST a hatchery.
Hatching eggs are just overpriced compared to the cost of a live, sexed chick.. So many factors with incubation.. you say day 8.. check out possible causes for quitting according to which day starting around page 52 in the following link..
Incubation guide
Best wishes, whichever route you try!