It doesn't. When an image is opened, a colour profile is applied which gives you the picture. Change the colour profile and it changes the way a value in the image is interpreted. If no colour profile is specifdied, sRGB is assumed, and if you use an application that is not colour managed, you will get sRGB applied, even if you have an embedded profile in the photo. Until recently, Chrome was not colour managed, upload a photo to a website with Adobe RGB colour space and it would look different in different browsers. This is why the default rule is to save as sRGB once you are going outside your workflow.What i don't understand is why on earth should the colour change of its own free will ???