"People view filters as a crutch, but really, there's no such thing as #nofilter. We have this idea that light magically turns into a photo, but even at the sensor level, it's more complicated than that. Virtually every step in the pipeline will filter the image. The sensor, camera, and photo app all have their own definitions of what Normal is.
And that’s okay. Perfectly calibrated photos are boring.
But someone’s controlling how your photos look. It might as well be you.
This isn’t new, by the way. Photographers have been using filters and other techniques from the beginning. Ansel Adams used to say “The negative is the score. The print is the performance," because he did so much darkroom manipulation.
It’s all about the end result."
A brief excerpt from a presentation about Mattebox.