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It's just stealing, is all. At best, it's stealing intellectual and creative property, and at worst, it's representing yourself fraudulently for the purpose of interstate commerce, which is, well...pretty serious.
If you work hard on something, perfecting it just the way you want, and then someone swoops in, having contributed nothing to that effort, and just takes it from you...you wouldn't be upset? If you get robbed, you just develop a "thicker skin" and "get on with your life?" Really? "Just a picture" may not seem like a "big deal" to you, but for some people, it is a very big deal, and represents a huge chunk of their life.
There is a young girl here on BYC who lifted a photo I posted of one of my horses, and uses it as her avatar on her blog, as if it's hers. She didn't ask my permission, but I know who she is (and so would most of you), and I know her intent. I commented on her blog once that the pic is of my horse, so she'd know I knew she was using it, but I didn't ask her to take it down. It's flattering, and totally understandable, because he's a beautiful stallion. I also took her age into account. So that one I just let slide. HOWEVER: If this same person were selling an Arabian colt, and using pictures of my stallion as her colt's sire, or even if she were claiming to own my horse, etc., THEN you can bet I'd have a problem.
Some people don't want their photos lifted at ALL, and that's their right. A photograph is the property of the person who took it, and taking that property without permission is stealing, whether you think it's a "big deal" or not. Obviously, for Jody, It's A BIG DEAL. That's her call to make, and no one else's.