It's advertising. Who even knows if they're real members.
It would make sense for staff to create fake accounts with nice looking stock images (even models) then use them for the front page.
"fair" and how well it reflects the community is irrelevant, and even not in your best interest! The face of a website (that's a business) ideally draws in new customers, who eventually will contribute to the community.
This relevant discussion comes from another thread:
https://www.chess.com/forum/view/chess-players/who-are-these-guys
It is true that those guys, who features in chess.com front page, are not well known.
They do not show up in foruns, we do not see games of them.
I think it is unfair keeping those guys in the front page for such a long time, because there are lots of other users who deserves to feature in the front page.
Here the snapshot of the front page.
MY SUGGESTION:
Change the front page and put some nice members of chess.com (active users of foruns and games).
There are a lot of people who deserve to appear in the front page.
Chess.com may organize an election.
Here my suggestion for front page: