When you study how humans react to changes to a website, you study the behavior of the visitors to the website. When you study where rubbish is being transport

When you study how humans react to changes to a website, you study the behavior of the visitors to the website. When you study where rubbish is being transported to, you study a system designed by humans. There's an obvious difference. Also, I think most of optimisation of ads/engagement is plain unethical. So there's no hypocrisy on my part.