Contouring has taken the makeup world by storm. I preach care when it comes to the practice because contouring is essentially "shading" your face so it's very dependent on lighting. But when done well it can look really good. It does, however, takes a bit more skill than normal makeup techniques because, well, it's requires you to know what lighting you'll be in and how it's going to fall across your face and what edges you want to sharpen and which you want to soften and etc.
So it's actually a bit like painting, or drawing. And that's where the A comes from in MUA! It's not just a buzzword. There's so much care that goes into good contouring that it really is comparable to the care and love an artist puts into a sculpture or painting.
And then there's these girls... These girls are less "artist" and more "paint mixer balanced on an uneven washing machine in an earthquake". Well, at least you can laugh, eh?