I have some fairly significant fading - the pool is in direct sun pretty much all day - although we do use a solar cover. I find the worst fading tends to be in the high-traffic areas, the deep end is less affected (you can see in the bottom of the picture the color difference) and I can see where the previous owners used to 'hang' on the side of the pool at the deep end near the tiki bar, probably chatting with guests etc - there is a patch right there that is more faded than anywhere else, and I originally thought it was a chemical spill...but now the traffic theory seems to fit better. I too did the step-move-color shuffle - so hard to believe its the water itself.
I have no idea how old the liner in the pool is - we're guessing somewhere around 6-8 years, no idea on make or quality, but based on other 'fixes' the previous owner did, it's probably the cheapest one they could find at the time. At some point, we're just happy it holds water, and I kinda figure there isn't much I can do about it. It doesn't really affect us using the pool, so I try not to obsess about it
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p.s. I secretly obsess about it