certainly "looks" more than -25mm. The definitive measurement is from the wheel centre to a reference point on the body, say wheel arch lip, and compare that to "standard" - that takes the effect of different wheels out of the equation.
What is Simon's take on this? Does he think it is wrong? He comes across these sort of issues all the time, I had the discussion with him when I bought mine with respect to how high or low it would end up with xyz spring kit fitted.
For me he referred to a poster of a Sapph he had on the wall and said "this AVO kit will make it look like that picture" and it pretty much did.