Quite neat, I would have put up a simple article on retrofitting old Christchurchy buildings, and I would have taken the picture with a reference.
But now it's a legit social comment on grungy pictures and the war of rights. They want me to buy this ugly photo! Obviously, this "buying thing" is put there so I don't use it. This leads to the latest discussions of Pinterest, where everybody steals the photos, and there is a rising stink about it. Many sites have now put in a blocking code "No Pinterest", and you have to do a screen capture to get around it.