It's not always the media's fault, these pictures were bound to create polemic because they are so similar. I actually understand why, in order to avoid any difference between the military divisions, but it does look like copy / paste.
Whatever they do, they never get it right. It is beyond me why, if they claim to be close to the people, publish some heavily airbrushed pictures of the kind that usually appears on VOGUE title.
Ok, it's difficult to get a charismatic picture of Felipe because he doesnt have any charisma, he's just a tall guy in a suit with a bossy mother and a bossy wife. He was groomed to walk the line and not be edgy one bit, incredibly boring. What remains are five pictures with the same bland expression. Letizia's face has become plastic anyway, so her picture is more authentic.
What is really disturbing is the cold and distant look especially in the couple picture, as if they were applying for the spanish version of THE APPRENTICE or as Mr Incredible and Elastigirl.
Their image is based on trying to look busy and making an impact for Spain in these difficult times, like politicians. I wonder if Spaniards will buy this strategy in the long run since royals are still royals, with little impact but a billionaire bank account.