I'll also add that people tend to like professional pictures better than their own. If I think of my wedding, as pictures, I like the professional ones better, while I like the ones my friends took more for the memories they bring than for the inherent quality of the picture.

The pictures you see in magazines are all touched up and beautified. You barely ever have pictures straight from the camera.

And this is definitely the appeal to all these filters: anyone can make a picture that has some of the qualities of a professional picture, but for banal events and things of your life, when you wouldn't get a professional.