Fake Models

I came across 2 stories about H & M using digital (fake) models

H&M Uses Fake Bodies With Real Heads For Models (PHOTOS)

http://www.huffingtonpost.com/2011/12/05/hm-fake-model-bodies_n_1129864.html

Why does the fashion industry hate real women

http://www.dailymail.co.uk/femail/article-2071877/H-M-uses-models-created-computers-real-women-advertise-clothes.html

Do you think other companies are using digital models and H & M was just the first to get caught ?

What kind of message does using digital models send ?