Tony, there wasn't any special lighting used to take those pics, those were breeding pairs with no lights even over the tanks, just shop lights in the ceiling above. No added saturation or whatever, just nice fish taken by someone who knows how to use a camera. Those fish look exactly the same in person, and as you can see that Stendker Fire Red is just as red as the fish you just posted - and all fed pellet food with no unnatural color enhancing agents.