The image makers were given 11 adjectives and asked whether the business is more that way of late, or less so. For most of the adjectives, the group came down strongly on one side or the other. (For example, only 5 percent said the business is "less competitive," and only 20 percent said it's "more ethical" or "more friendly.") Intriguing, though, was the response to the word "passionate." More than one-third of image makers said the business is more passionate than it was three years ago, while almost half said it's less so. There was one curious gender gap: 67 percent of women said the business is more celebrity-focused; only 59 percent of men agreed.