It seems they made that picture using equal tyre pressures for a widely-ranging tyre width, 40mm to 28mm. So the narrow tyre just about completely collapses, no wonder it looked weird. It might have been more real-world applicable to pump them proportionally the same, for same sidewall tension which is what determines tyre pressures. So a pity, at least for that picture they weren't comparing apples with apples.
The picture of the contact patch makes no sense to me. I would have assumed that the area of the patches shown should be the same. The weight of the rider of rider and bike being the same in the three tires and it is equal to the area of the patch times the air pressure. I'm confused.