Personally, I think that this is a very touchy subject and all depends on circumstance and what the photo is advertising.
Metaphorically
I believe that photoshop can be used to portray a metaphor depending on the circumstance. In makeup advertisements, the woman modelling for the product tends to look "perfect" because they want you to believe that their product will make you look perfect and beautiful. I find that this is perfectly acceptable because quite frankly, if the woman modelling for a coverup foundation has freckles and sun spots, it gives the consumer the image that their brand doesn't do its job efficiently. In this sense, this could be seen as "false advertisement".
Photoshop Fails
Photoshop can also seem foreign in the terms of portraying realism to the consumer. Advertisements for clothing brands such as Victoria Secret tend to be seen as false or fake. The models you see displaying the underwear are surreal and almost god like. By this, I mean the woman are perfect. To the consumers, this is rather intimidating because the average woman isn't 5'8-6 feet tall or have D cup breasts, flat stomach and perfect facial features. In this respect, photoshop has been overused in a negative way. Young women now believe that if they don't look like the girls on the covers of magazines, they are ugly.
Good photography should only need moderate retouching, not changing the picture entirely to look like something/someone else.
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