In any field there is a wide range of ability, training, knowledge, amount of experience, etc. I'm sure the Santa Claus deal in the mall was like many businesses/organizations...do things the cheapest way, more profit that way. I also wonder if the mall owns the camera and flash equipment and it's buried in some store room only to be brought out every November for the Xmas season. Probably many seasons they get new staff..I mean you can only be an elf for so many years
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Possibly no one knew how to set up the equipment, other than putting the camera on the tripod, putting new batteries in the camera. If the mall gets enough complaints about their pictures ...they'll get someone else...or get someone to check out their setup.