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It's that modern computer science around Web is just total Stanford prison experiment when it comes to ethics. A/B testing, heatmap collection, user generated data collection, those are all human subject researches and should be required to have an independent board in a University.

These guys have established processes and justifications to do these experiments. It was always just wrong that Web has none, and it also makes no sense to assume that just because the process look substantial judged by norms of other industries they must have ignored it.