Whoops. I see the first post is from October, but since it's recently been bumped...
I've encountered this myself, though not very often. As it turns out, QuickLook is the culprit. QuickLook is that handy piece of software that peaks inside photos, text documents, and other visual media, and generates a thumbnail icon of the contents so that not every single PDF and JPG has the same identical postcard icon.
I'm not sure how the exact issue crops up, but it seems to mostly affect PDF documents when Adobe Acrobat is present. Before jumping to conclusions over who's responsible, I'm not sure if it's Apple's fault or Adobe's; it's a pain regardless. There's a couple different ways to kill it. The brute force way is to simply trash the following three folders:
/System/Library/Frameworks/QuickLook.framework/Resources/Generators
/System/Library/QuickLook
/Library/QuickLook
A far more finessed way for those comfortable with shell scripting can be found
here. If the browser doesn't jump to it right away, search for a post by eddie420. For extra QuickLook disabling tastiness, add that script to your Login Items and it will fire every time you reboot so that if you accidentally re-enable QuickLook, a reboot will cut it down a size.
Hope that helps. A bug fix would be even better, but this should get the job done in the meantime.
EDIT: As an aside, outright deleting QuickLook can have some "drastic side effects," so the shell script may be the better bet.
Message was edited by: Duo