In general, food is always a holiday, and the ability to cook and serve it is certainly an art. The food looks very nice in the photo, so I don't see anything unnatural here. The downside is that people who are hungry and cannot afford to buy something tasty, and often cannot buy anything from food at all, have to look at it and suffer. The moral and ethical moment is violated here.
That is why it is forbidden to cook barbecue on the street, where strangers walk on the Eid al-Adha. The smell of neighbors and passers-by can wake up appetite, and even more from the sight (especially in children). This is considered a sin, so demonstrative cooking and eating should not be.
For the pastry shop and for me personally, this is familiarizing the people around me with my work. (read: online showcase) Then, if my cake is ten times tasty, but looks not very good, then no one buys it. In addition, sometimes I share some tricks or something else.
For the rest, many who post endless pictures of grub, basically, it's show-off or something like that. Well, and yet, I think this is an indicator of the complete absence of interesting thoughts for the photo (just at the household level) in the head.