[citation][nom]ptroen[/nom]Actually puffing is a good point. You probably have some translucent paint thinner used on that picture to make it look more mouth watering.[/citation]
Puff is when they make it look better than it actually is such as multiple "thick & large" slices of tomatoes, plenty of whole leaf lettuce, large slices of onions and what ever else they may actually show in the picture.
But the reality when you order would be only a sprinkle of chopped lettuce, a pinch of diced onion and if you're lucky, one or two paper thin slices of tomato. The worst thing is they get away with this legally.