Well it's just that we put an enormous amount of money into our productions-- I have my makeup artist, set designer and his assistant, two photo assistants, and a stylist who all count on the model showing up. After we've spent thousands of dollars on building the set, buying/renting the clothes, etc it's just so incredibly rude to not show up. Not only that, but it's a waste of my money and my time and that is most certainly not cool.