Maybe I should have specified that the market price for the Mercedes was $75,000. The point is the same. The case law is clear. The actual damages are based on the value of the actual work used, regardless of what value the defendant places on it or what lower price alternatives are available.
See Oracle America, Inc. v Google, Inc. 2012 WL 44485 “to determine a work’s market value at the time of infringement, the Court should apply a hypothetical approach, i.e., what a willing buyer would have been reasonably required to pay a willing seller for the owner’s work.” Notice, the court looks at the owner’s work, not a reasonable substitute.
So, if the photographer has sales history to support the demand amount for the photo, a court will use that to calculate damages, regardless how the defendant’s lack of appreciation or under utilization of the photo.
It is important to note that there must be some sales history for the owner’s image or work, the court will not enforce arbitrary or fabricated prices.
I am not an expert on Schwabel, but my quick look lead me to believe he is professional photographer. I don’t have the inclination to dig much further. I will take your word for it.