I wouldn't make as strong a claim as the parent comment myself, but someone pointed out to me recently that A/B testing is really similar to cold reading. Is it morally equivalent to suggest to someone, in bad faith, that you're able to deliver messages from their dead loved ones, and to perform an A/B test of switching around menu items or change up some language to try and get fewer people to abandon their carts?

I lean towards "no" but I have trouble either accepting or rejecting the proposition. It's hard for me to say that A/B testing is done in bad faith, but it's also hard for me to say it's entirely unmanipulative, either.