I think if people spent some time trying to take good pictures of their own corals they might end up a little less critical of online coral vendor photos. Usually when I see someone complaining that the vendor photo doesnt look like the buyer's photo -- the buyers photo is total crap. No filter, all blue, not even in focus. Unsurprising that the vendors photo looked better!
Its gotten to a point that anytime a vendor posts a blue light photo someone says its photoshopped.
Usually all thats been done is use a proper filter, and maybe some adjusting of white balance.
What buyers should really be critical of are the vendors who are *actually* photoshopping out the background, and filling it with all black. This allows them to do weird things to colors without affecting the color of the background, which would otherwise be a dead giveaway.
I second the suggestion that coral vendor photos should show two images: one blue, one white.
Actually speaking of lighting, one thing thats been bothering me lately is coral vendors showing a single pic in this weird heavy-blue but with still some whites lighting. There is no time of day when my tank looks like that. Just show me a daylight pic (~10k) pic and a blue pic, not this weird twilight half blue I've seen a lot of vendors using lately.