I could be misinformed, but it sounds like what OKCupid did was an extreme form of A/B testing - at least, that is how they defended the 'experiment' during an

I could be misinformed, but it sounds like what OKCupid did was an extreme form of A/B testing - at least, that is how they defended the 'experiment' during an interview on NPR's TL,DR. If this is the case, this could set an interesting - and unfortunate - precedent.