"...I have made commercial use of the copyrighted material even though I didn't resell it."
Exactly. Infringement can occur even if a business is using an image as a display. A grocery store once got in trouble for this very thing because they Googled images that ended up being used on their big window display. They didn't resell the image, but it could be argued that their window display resulted in sales, profiting the store.
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