I wrote the case study. The results we publish actually depends on what our customers care for in those particular tests. We don't actively recommend them which

I wrote the case study. The results we publish actually depends on what our customers care for in those particular tests. We don't actively recommend them which tests to run (unless they ask for) so if they don't measure impact on sales (which we would have recommended had they asked for), we can't ask them for the data. Most customers would know if their sales were negatively impacted during a test, so if you happen to increase demos while still not negatively impacting sales there's nothing wrong with that.