We built a real estate ad that included a photo of the agent. We placed the photo she sent us at 100%. When she received her proof, we got a very angry phone call wanting to know why we stretched her photo to make her look fat. We double checked the photo placement and assured her we had placed it at 100% x 100%.
"Well, I don't know what you did to it then, but fix it so I don't look fat."
We of course then placed it at about 96% x 100% Not sure if that made her happy, but we didn't hear from her again. :)