A/B testing can be powerful, but you quickly lose your editorial voice and your headlines become the same clickbait garbage that works for bottom-tier blogspamm

A/B testing can be powerful, but you quickly lose your editorial voice and your headlines become the same clickbait garbage that works for bottom-tier blogspammers. Look at a site like The Register. Could they use A/B testing to pick headlines? If they do, it's a light usage, because the clever and witty headlines have an internal consistency that I've come to enjoy and expect.