[TeMPOraL]

It's a matter of degree and kind.

There's also a neat sleight of hand here. Your inventor of the wheel surely tested multiple variants to optimize for the utility of his invention to the user. The A/B testing that's problematic is about optimizing taking advantage of the user. That doesn't lead to better experience, but the opposite. This is what's increasingly popular, and this is what people complain about or want to see banned.

Related: attention economy is predicated on bad user experience, because it makes money from friction.