The lighting is partly true. The main and most important reason for makeup is to even out the skin tone, which everyone needs (the evidence is in the pictures above). And a good foundation will have a similar effect as does good lighting, as you mentioned. Why women say it takes too long to put on makeup is a little overstated -- it takes me approximately five minutes every morning.
Thank you - you are exactly right. I do my makeup on the bus in the morning - takes me about 5-10 minutes. A little foundation, blush, lip gloss, maybe mascara and eye shadow. Quick, easy, makes worlds of difference.