I have heard the arguments that these techniques are very stressful to bring out the colors. But as a scientist, I have never seen any evidence as such. More so, I have never heard logic that I believed support this either. To me, these are simply sensationalist news stories, and not necessarily true by any measure. That said, I’m open minded towards evidence, and want my animals to do best.
Corals are not necessarily ‘forced’ to have color expressed. There are many ways in which this sentence is wrong, but I don’t have a ton of time to do all of them.
When you are diving, what colors do the corals ‘mostly look’? Brown, right. Well, for one, we just addressed it: “mostly”. Not all corals appear quite so brown in nature. This statement is especially true in the Gulf. but in Indo, Australia, and the Red Sea there is a greater deviation of colors than there is here. When coral collectors are doing their job, they are also aiming for brighter corals, not the brown ones, as they can get more money for them.
Additionally, have you looked at your corals under sunlight before. I was fragging a bunch of cornbred and other bright designer corals this week. I can tell you that they all look tan and brown under sunlight. This is before we factor in how light scatters with water depth, eliminating the colors that our eyes can detect. So unless you’re bringing a large actinic flashlight and getting up close and personal with each coral while diving, you're never going to see these colors in nature.
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Nonetheless, I think you are stumbling on a truth that many people in the hobby take years to discover. These corals have value to ‘you’, based on their attributes that ‘you’ like, colors that ‘you’ find appealing, shapes that match what ‘you’ prefer... it’s a very personal opinion. We shouldn’t be caught up by fancy names, “a rose by any other name...”. If I were to ever find out a coral I got was fake, I wouldn’t care in the slightest. I got it because it had value to me. Changing its name won’t change its appearance, and it won’t change its value to me. This actually applies to most of our life in general.
Is it like Nike or Coach? Not really. These aren’t manufactured products, and there is no level of associated quality with branding. They are animals. It’s not a decent analogy from this perspective.