Obviously everyone wants to see a picture of their rig front and center of any calendar or poster.
However I think it's important to look at the overall draw and intent of the event, Guys like Justin V get to have their first experience at this kind of event where a wide variety of vehicles are there. I'm driving my full tube Buggy/Race car on the same trails with Justin V, Riley has his sleeper Yukon out on the trail, Brent and Amber have a full bodied S10 that hangs with us Buggies on the trails where body damage isn't as much of a concern, etc and on and on. Super nice paint jobs are mixed into vehicles that keep the Yuppies away. Shots of scenery that have a few mild trucks in the back ground represent BB just as much as the Iconic Golden Crack crossing pictures. Also shots that show the social aspect of the event, the BBQ, everyone watching an obstacle, camp pictures, family, etc. deserve a fair look as well.
Sponsors need to be paid attention too, sticker placement and acknowledgement is important. Each of the sponsors has skin in the game and any added media coverage they get helps to make them money.
I guess the short of it is let's use a variety, each person has a different reason and story but the purpose of these types of things is to help grow the even just as much as it's for the people that were there. All buggy pictures will drive away the guys with 35" tires and their first locker, on the other hand all pictures of super pristine vehicles will keep away those that have an old beater that's been everywhere and does everything and looks the part.