I would go with Colin's diagnosis. Underlay delamination pulling through to surface. Rubber Underlay goes into a powder like substance when no good anymore, this is what is drawing up to the surface.
Remedy.... take up carpet (on that bottom tread only), lift old underlay pad, thorough vacuum area, replace new underlay, re-fit carpet, job done.
Re-clean using as least water as poss (low psi).
Carpetguy's idea of a loop pile carpet (or berber) having a shading (or pile reversal) problem is IMO very unlikely....