It is an interesting photo, but in the end it doesn't mean squat. As soon as people start seeing the "professional" hunters on tv taking 100 yard shots like they do, and as soon as crossbow advertising starts talking about 100 yard shots with crossbows, then people will be out there attempting it. The image shown here will just be lost on some folks.
30 yards is my personal max also. And actually, since I've switched over to an X-bow my average shot taken has decreased in distance. Of the last 5 bucks that I have gotten, not one has been beyond 15 yards. In fact, I am probably one of the few dinosaurs out there who still shoots aluminum bolts out of mine. I just don't care about range, want the extra weight for penetration and extra weight for less stress on the limbs.