It seems to be specific to sites requesting Helvetica as their font, facebook and twitter both request "Helvetica, Arial, sans-serif", whereas Google just requests "Arial, sans-serif" and displays all emoji in colour. So I suspect we have some font that's aliased to Helvetica in some way that provides its own implementation of the smiley faces in monochrome which is overriding the emojione font.
It seems to be specific to sites requesting Helvetica as their font, facebook and twitter both request "Helvetica, Arial, sans-serif", whereas Google just requests "Arial, sans-serif" and displays all emoji in colour. So I suspect we have some font that's aliased to Helvetica in some way that provides its own implementation of the smiley faces in monochrome which is overriding the emojione font.