Ages ago when I setup my first reef, I cured the rock myself. Got a box of fiji LR (50lbs) wrapped in wet newspaper. I got an old toothbrush and stood at the sink for hours scrubbing all the dead crap off it, then dumped it in the tank, did some aquascaping, set the skimmer for high, and waited. I don't remember any smell at all. Well, the skimmate stank; but it always does. I had a ton of cool hitchhikers grow out of that rock. I think the experience was really cool.
The only thing I worry about, now that I am older and more experienced in the hobby, is where does all this uncured LR come from? I am betting it's not from environmentally friendly sources. I just moved into a bigger tank, and all my additional LR came from other folks' tanks. But, if I were starting new, what would be the responsible way to get LR?