Modern camo is effective like that, especially dedicated like MARPAT ("universal" camos fare worse in that regard, though Multicam is still good). Ghillies take it up to 11. My friend once nearly sat on a sniper (who was wearing a ghillie suit) before an ASG match. In right environment, if you're not specifically looking for someone dressed in a modern patter, you're not gonna notice him/her.
As for the photos, they looks photoshopped. Most notably, shadows are missing, and I don't think it's metamaterial-based cloaking which would reduce them to a minimum.