I understand to a degree, but come on, practically everyone in the public eye is photoshopped or airbrushed these days! And many of the players seem quite happy to have airbrushed photos of themselves used for their own purposes - just take a look at Jelena's own photo on her AO profile! Truth is, these days 'attractive' players attract fans and without fans there would be no tournaments and no sport. And it's not just the women, the men are as bad - Nadal posing for lingerie? Yes, he does! Along with Beckham!
And regular people expect to have professional quality lighting and airbrushing for wedding portraits and things like that.
People want to look their best. The problem is not a bit of massaging of the image. The problem is when it's taken too far.
Just the lighting, angle, and expression in a photograph can make a big difference in how good someone looks -- even without Photoshop. I have done enough photography to know.
The problem is not presenting people with clear skin. The problem is when you start radically altering a person's proportions like this:
Or when the smoothing goes so far as to turn someone into plastic:
That one also shrunk her nose which changed the personality of her face quite a bit. These are the sorts of Photoshop changes that are negative -- not the removal of moles and acne.
This is the type of Photoshopping that I support:
It doesn't change the person's features. It just gets rid of wrinkles and gives the hair a bit more color. I would have left the wrinkles in a bit more (faintly) to give the cheeks a more natural look, but it's not a bad job unlike the examples above.