None of this is a scam. The information the you all received if for inclusion in the LuckyBag. The LuckyBag (USNA's Yearbook) contracts with that company for their portraits and The Lucky Bag mid's photography staff photographs many of the functions on the yard.
Ever Midshipman will reveive a yearbook each year, although the Firstie Class year means much more. The fee for the Luckybag is one of those fixed item deductions from their pay.
We have not yet received the Class of 2010 book.
The pictures that are taken of the mids for inclusion in the Lucky bag are taken in their parade dress uniforms. One seating will have a blue background with cover off, the other with cover on and flag in the background. Firstie portraits are taken in parade blues with no cover for use in their 1/6th page section. They also have pictures taken in their SDB with correct striping, in front of the USA flag, sword out in front with hands crossed so that you can see the ring. One in Cover another without cover.