I had a carpet contractor friend who hired me to do his floors. I put down Varathane diamond-elite water-based, which my distributor sold at that time.
It changed color under the rug. My friend insisted that the finish in the other part of the house didn't do that, and that something was wrong with the Varathane. He insisted on suing Varathane in small claims.
I told him not to pursue that, as it was a normal occurrence. He went ahead, and I ended up having to go to court to defend Varathane. I showed pictures of normal fading on a dozen jobs, read quotes from tech support at several companies, and the judge immediately ruled for Varathane. That was a painful experience. We eventually got back on speaking terms.
If there was a finish that didn't fade under rugs, I don't know what it would be. He saw something that led him to believe that this was the case. What is confusing is that I believe I've seen examples of this where the finish faded under the rug, and the surrounding floor remained darker. This would not fit UV exposure as a reason for the fading.
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We have large windows in the living room, so I guess it is just the sunlight affecting the floors, but am surprised it happened so quickly - should fading have occurred this fast?
It happens within months. If you take the rug away, though, Bona tech support told me that it would "catch up" within months, too. This was important to one customer who wanted to sell their house. If the color was consistent, I could recoat the floor rather than sand it.