>But, as someone who is privy to a ton of A/B testing in this area, the opposite nearly always results in higher conversion I suspect this might be the case in

>But, as someone who is privy to a ton of A/B testing in this area, the opposite nearly always results in higher conversion I suspect this might be the case initially, but eventually consumers will get fed up with being tricked again and again and refuse to deal with that particular industry (and A/B testing won't predict that). I know this is the case for myself and local services (e.g. cleaning, lawn mowing, appliance repair). I literally will not search for any of those things because I don't want to have to sort through bullshit. Same thing for restaurants that expect a tip. I might uncomfortably pay it, but would never go back there. (note: tipping culture is very different in Australia compared to the US, as are minimum wage laws. Your local barrista is probably getting $35+ an hour on a weekend.)