I think if you look closely, most of the cigarettes have been smoked. It's just an illusion from all of them laying just about in the same direction that makes them seem at first glance to be unsmoked or not finished. Plus, it's not like they are newports with the cork colored filter that helps with the illusion.
I know I thought that at first too, I was like "What a waste of a perfectly good smoke!"
When I first saw the pictures I thought it was fake. Especially the ones around the computer with the piles of ash and the cigarettes almost neatly placed, but then I went to the website and saw all of them, and wow, that seems hard to fake.