Based on three ethnographic vignettes describing the engagements of a small start-up company with prospective competitors, partners and customers, this paper shows how commercial considerations are folded into the ways visual images become ‘seeable’. When company members mount demonstrations of prototype mammography software, they seek to generate interest but also to protect their intellectual property. Pivotal to these efforts to manage revelation and concealment is the visual interface, which is variously performed as obstacle and ally in the development of a profitable product. Using the concept of ‘face value’, the paper seeks to develop further insight into contemporary dynamics of seeing and showing by tracing the way techno-visual presentations and commercial considerations become entangled in practice. It also draws attention to the salience and significance of enactments of surface and depth in image-based practices.