Q: Surely it's the 'bright' lunar surface that is illuminating the shadows?
A: No. The reflectivity of the lunar surface is equivalent on average to the reflective properties of asphalt.
With the exception of astronauts, the LM, rovers and equipment all objects that are out of direct sunlight have dense, pitch-black areas in the Apollo photographs. This fact can be verified by comparing the dark, shadow sides of the lunar rocks – including light-coloured rocks – with the Apollo astronauts and other hardware.
If, as we claim, all the Apollo photographs were faked, then NASA had control over such items including personnel, that in the final imagery benefited from filled-in shadow areas. The agency was particularly interested in photos that could be used for publicity in magazines like National Geographic and therefore there was a motive for the use of fill-lighting and reflector boards (out of shot) to lighten specific shadow areas.
This policy resulted in the subject matter of these photos looking their best. The lunar rover benefited to a considerable extent from such fill-in lighting, bringing up details of the shadow sides of tires and other details.
Rocks, craters and mountain sides could take care of themselves.
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