It's great progress, and progress which I support, but as far as changing our entire culture I think it's kind of a pebble in the ocean. I mean we have millions upon millions of ads being made probably every day, and every one of those companies wants to be better than some other competing company in every way possible, and that includes the models they use.
You can change some companies, like this article says, but a lot of times that's a marketing decision. They're doing it because it gets them noticed, because it's a message their buyers want. But until that becomes a message all buyers want, then things won't change as much. I kind of liken it to wages in a capitalist society. Wages will go down for the most part, as companies try and squeeze all they can out of a worker. If there were no minimum wage there would be many companies no paying that amount. That's just how it is. There would be a few, however, that do pay a good amount, but a lot of times those would be the kind of targeted "hippie" type stores and brands that emphasize that sort of thing in order to sell their product or message.
Basically until we have some sort of law saying you can't photoshop these sorts of things (and how such a law would even work is beyond me) I'm just not sure how much progress we can realistically make in a capitalist society.