[greenyoda]

Isn't every single ad ever created experimenting on users without their knowledge? I.e., will the user click on this ad or buy the product if we show them this content? That has much greater probability of adverse consequences for the user than the proposed experiment.

[plorkyeran]

Sure, I have no problem with calling all advertising unethical. A lot of software A/B tests also land in unethical territory too.