Well there is some truth in it. Coralline algae (the purple and pinks on the rocks) uses calcium and alkalinity to grow... but if that is all that is using the calcium and alkalinity, water changes should be able to easily keep up. I would say it's just sales but to be sure you can test for calcium and alkalinity... really that's the first thing you would do anyway. General rule, test before you add & don't add what you can not test for.