Live Rock? I thought that was Lava Rock. That's what I put in all of my canister filters to cultivate biobugs. But to your point, I have noticed the same thing. Frankly I think it is partially an older term. It seems to me that some in SW still consider Live Rock the Holy Grail of 'equipment', whereas they don't 'advertise' FOWDSB or FOWWD or FOWR or FOWCF or ...., well you get my point. I suppose if I had bought 100# of LR at 8.99 I would want to make sure everyone knows I have it also
I know you know it, but yes, beneficial bacteria grows on all surface areas.
I have also wondered why they call it 'Live Rock' when it is dry and dead??
Bill