At the end of the day, it does boil down to how users feel, but legit A/B seeks better features, improved user-experience, or identifying something better. The

At the end of the day, it does boil down to how users feel, but legit A/B seeks better features, improved user-experience, or identifying something better. The tech community, developers and data folks need to understand that all A/B is not equal. If we allow FB (or OKC) to pass off their ill-thought psych experiments as normal A/B or similar day-to-day product testing, we lower the UE bar. It has also been pointed out elsewhere that this particular study was/is illegal, violating certain state laws on Common Rule practice regardless of funding source. I hope that board members and the C-suite take a new leadership role to educate their teams as to what acceptable and legal A/B should look like.