The Difference is Light.

Sometimes it is a challenge to make the most mundane product look inspiring, lighting plays a key roll in effective product photography. An image has to convey a 3rd dimension not available with a 2D image. The texture, volume and transparency etc. have to be conveyed yet still clearly show the product without distortion. Often these types of images are the only reference's impending buyers have to buy from, so the key features of the products functionality also have to be clearly visible.