Lighting under shelf, under cupboard, under "anything", is too often misplaced. I began my lighting career in 1960, and while light sources have changed and improved, misapplication has not changed. When lighting is installed under shelves or cupboards, remember what it is you are trying to light. In this photo, it is my understanding that the illumination is to highlight the objects on the shelf. Because the led strips are located directly adjacent to the wall, the wall surface becomes the focal point. In some instances this can be useful by providing a silhouette effect.
Whoever took this photo added frontal lighting to overcome the backlighting effect.