Yes, I see what you mean.
Well, speaking only for myself, I prefer non-light box photos when I'm buying pearls as they give me a better idea of what I am likely to see when I wear them.
I don't live in a light box!
That said, I totally understand why vendors use their complex lighting systems. Artificial light often doesn't bring out the best in pearls, yet there is much too much variability in natural light at different times of day, different seasons, different weather conditions, etc. Really I understand why vendors turn to light boxes or other sophisticated camera lighting systems. Eventually buyers get a feel for what a particular look in a photo translates to in real life and under normal lighting. In the process there may be a few returns.
I do like it when buyers post their own photos of things they bought rather than just the vendor photos. It helps all of us who are thinking of a similar purchase.