I think we can infer that they didn't show all of the tricks they use. While it's true that all the ingredients have to be as sold in the store, there are plent

I think we can infer that they didn't show all of the tricks they use. While it's true that all the ingredients have to be as sold in the store, there are plenty of tricks... they showed some, but possibly not all. In the Metafilter thread, someone mentioned that on a styling shoot they'd been on, it appeared to be common practice the butterfly the back of the burger and manipulate it such that the patty appears thicker. I assume by front-loading the bulk of the patty toward the camera. That may or may not have been done, but it's an example of a trick that abides by the "must be the same stuff as is sold" rule but would still result in a larger-looking patty. I think we can assume that not every little trick made it into the few-minute edit of the few-hour styling process, and likely the tricks selected for the final edit were the least deceptive.