counter-point : the companies that are most famous for A/B testing routinely are also the ones with the most notoriously non-existent customer service departments globally, facebook/google/amazon/ebay. Groups that harbor dissatisfied customers by essentially being 'the only show in town.'.

so, what i'm saying is : I think a lot of companies align themselves with the cash first and then measure whether or not the negative image/user impact is manageable .

(in fact I know they operate this way.)