Interesting thread since I'm in the process of investigating the use of my "proofs" in full-color ads without my permission and without payment.
First item: yes there are equipment snobs out there. Folks come up to me at shows and comment that my XT is the same camera their friend uses. Uh huh. But their friend doesn't know how to pose their dog, how to light it properly, how to color-balance in PhotoShop or how to create a great print. What folks are paying me for is the image and they would pay me the same if I were taking them with a pinhole camera.
I charge $25 for an 8X10. And the number of folks who try to rip me off for that $25 is amazing! I've actually had people stand behind me at my photo set-up and ask if they could shoot over my shoulder. When I've said "no", they were insulted. Talk about folks that don't get it.
So, over time I've evolved my process so that I don't put finished signs in the images I shoot on location. Everything is inserted afterwards in PhotoShop. That tends to cut down on the "shoot over the shoulder" folks but not all the idiots out there. I shot the Miami shows in December and a lovely Scottie took two Group 1s. They used a "professional" photographer/designer for their ad in the Canine Chronicle and she scanned the proofs (hand-written signs) and used them in the ad. When I questioned the publisher why he ran the ad without my copyright line, he told me he couldn't police ad creation/submission.
The fact is that my copyright says I own the image and I own all rights to the image. I sell prints for $25. If you want to use the image in advertising, you need to ask for my written permission and, if I grant it, I send the publication a file directly. Any other use of the print is strictly forbidden by copyright law.
The publications need to understand that use of an image is contingent on my copyright being visible either on the sign or, if they cut it out of the image they use, in a seperate by-line. It is amazing to me that the publications don't understand that requirement and that nobody else has attempted to enforce it.
So there you have the basic elements of show photography: anybody with a digital camera (or cell phone) is a photographer; the image has no perceived value; if you can steal it, by all means do; if you run it in an ad, scan the proof and by all means don't give the photographer credit.
It's a good thing I love the dogs

.
Jim