Comment Re:A/B Testing (Score 1) 161
A/B testing, as a concept, is fine. The issue here is that A was "truth" and B was "deception", and that's something you shouldn't be A/B testing (at least not without getting ethics waivers signed). Facebook provided feeds that were not representative of what was actually going on and OKCupid flipped bad matches to good matches, both of which compromised their relevant services by misleading users or misrepresenting information. You can't do stuff like that in most (all?) ethical systems, and it may even open them up to legal trouble, since they're knowingly providing something other than the promised service.
At the very least, their doing so runs contrary to the categorical imperative, so for any deontological ethicists out there, it should seem pretty apparent that they were out of line. And if you subscribe to more consequentialist ethical thinking, such as utilitarianism (either the Act or Rule variety), it's trivial to point out that the users were going to obviously be worse off in several of these cases and that happiness was not maximized, nor would it be if everyone was misleading their users like this.
Again, A/B testing is a great tool, but it needs to be used ethically.