In general, I agree with you. I don't get it either why being unshaved and unkempt is suppossed to be cool..it just looks sloppy
BUT: To defend Ewan McGregor This foto is from the Davidoff adventure eau de toilette advertisement. I think it is supposed to look like he's been hiking or such activities for some days or week, so I think it is an appropriate look. Not so if he would be sportin such attire and beard in the city.
Why there is such a thing as an adventure eau de toilette is another topic
EDIT: He sure can do better ;-) http://img2.timeinc.net/ew/dynamic/i...r-Moulin_l.jpg