> How did they control for whether the fonts are actually installed on the participants' computers or not? They could have used @font-face and distributed the

> How did they control for whether the fonts are actually installed on the participants' computers or not? They could have used @font-face and distributed the fonts with the page, but to be safer, they could have just created 6 different images, and distributed the passages as a png's. I have no idea whether this was the approach - but if they do it in the future, this is certainly something to think about. Simply swapping the order of the font-family css line isn't going to cut it. I look forward to this being researched more - Who thinks Google/Facebook have done this A/B test already? Maybe they could release the results!