Photomatix or any other HDR & toning software is just another tool which is part of the digital age, there's no specific way to use the software as the output is just personal preference.
The same results a digital HDR image provides, in the days of film, could be easily achieved in the darkroom if the image was correctly exposed when the photograph was taken, a little work could also be done whilst exposing the image to paper (burning/masking) should that be necessary for you to reach your desired finish.
We are in a time and age now where anyone who has a camera calls themselves a photographer. I do use a digital camera myself these days and I feel the digital age in photography has made people lazy and too reliant on post processing. Like I said in my first post, the image posted just looks like a correctly exposed photograph, which with a little practice or a little know how, should be and can be achieved at the point when the photograph is taken, which would rule out the need for any 'HDR' process being applied to it afterwards, in that sence - it's just a tool for lazy photographers.
I personally like HDR photography when it adds something extra to an already good photograph, whether that means suttle tweaks or total over saturation of colors, it's just a case of preference at the end of the day. I think applying morals to imagery is pointless, it's too 'this', it's too 'that' - I generally think digital photography is very dishonest in itself.
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