I don't know if I would call the word IMAGE pretentious. In fact I would call it generic, probably the most generic word used in visual communications. Think about all the times you see and hear the word image. You hear it when you talk about painting, movies, commercials, photos, television programs, celebrities, etc. etc. etc. It is hard to think of the image of a budweiser can as pretentious. In fact, Cheryl proves how versitile the word is. She uses it in a way to set her photos apart from the everyday snaps of her clients.
The digital world in my opinion, is just defining what they really are. Digital imaging, or an image created through the use of a computer. Where as we produce photographic images.