Photo-referencing is a bad idea for artwork

Comics-Comics Mag has a short entry with a few panels from a special reprint of the current Jonah Hex's first issue, where the artwork was done almost entirely in photo-referencing, or photo-realism, so much it's hard to believe they even call this a comic book anymore. I know where some of this problem may have originated though: with an "artist" by the name of Greg Horn, who'd done work for Marvel like this that was more photo-realist than it was really artwork. How do they expect anyone to buy that these are comic books if they're going to stray so far from authentic cartooning?