Riiiight. Because nobody who has had a picture taken holding a can of beer could possibly benefit from a higher education, or be a net positive for society.
I would say that it betrays a serious lack of judgement.
Specifically, everyone knows that American beers that come in cans are shit. If the prospective student can't even discern that, how can you expect them to perform in rigorous courses?
Consultants are mystical people who ask a company for a number and then give it back to them.