Leading edge....
Many disc brake pads have a small chamfer at either edge of the pad, the one that faces the rear of the front caliper would be termed the 'leading edge' and its purpose is to aid the braking and bedding in process. However the pads you have do seem to have a rather excessive amount of the friction material removed in the chamfer area. Reduced friction area = reduced braking effect. Maybe you have been supplied with the wrong pads for your model.
The reduction in friction material would certainly reduce the brakes ability to squeeze the disc, unless this was a 'factory fix' to make the brakes less agressive as it were.
Now someone will say its all total bollocks and they are all like that, but they aren't on mine so there!