I don't know exactly what is happening with the tahitian "chocolate" pearls...I guess we all lack the information regarding their processing, but this is my personal experience:
A visitor walks into my store, she has a big chocolate pearl strand and asks me to see if I see something wrong. I grab the strand...it feelt odd, unnatural...I tought these were faux (I knew the color was artificial from afar, of course) but closer examination revealed something was really wrong: they had a sticky residue, sillicone-like, the pearls had an unusual surface. Our visitor said her pearls "changed" when the air temperature increased.
She tought her pearls were Natural Colored, untreated...told her they are everything but that. Left the store in a second...all fired up. I guess there is a sad jeweler somewhere in the United States, and a very angry customer that will never buy pearls again.
From my viewpoint: You CAN treat pearls. If your pearls NEED the treatment go ahead...do it! But you have to tell your customers that your pearls were: bleached, dyed, irradiated, coated, polished, etc. Anything else is what it is known as FRAUD. Plain and simple.
Imagine this if you will...the 2010 Miss Universe pageant (I am not a fan of these, but will serve this purpose), drawing contestants from all over the planet. Every single young woman that attends this future pageant will be allowed to have plastic surgery in up to 90% of her body. In the end there is a winner. Who will win??? The one with the best plastic surgeons or higher cosmetic surgery expenditure? What has won? True female beauty or botox? In the end we all know the answer.
Why do we need a Gem Lab to hunt down the answers? Can't we find any honest people in this industry saying: Yes, we did this and that to the pearls. They look better than before, they are uniform in looks (clones) and they fit a special market niche.
But -sadly enough- we all know the answer to that as well...