Creative license ?

I stumbled on to the web site of Greg Apodaca today. He showcases work he has done for design studios, manipulating photoshop images to make a person look better or younger. It is pretty amazing to see what one can do to alter the original photograph, even without letting the viewer know…

Here is an example from his web site:

And I would say, most of us are ofen inclined to do the same! I for once often do some ‘mild retouching’ of images, adjusting exposure, croping, sharpening, removing scratches, selective blurring, etc.

So the question is, how much retouching is ok and how much is too much ?