[Fizzer]

Interesting. Sounds like it does share some ideas, but with a different goal. This blurb says it was trying to get people to complete for a spot on a leaderboard, whereas A/B testing is about helping people make every-day decisions.

[minimaxir]

I think the leaderboard was the original idea, but then they later pivoted.

http://betabeat.com/2013/09/fashism-struts-off-to-startup-gr...

[Fizzer]

That's closer! But the devil is in the details. They have you looking at one image, reading the question, and rating up/down and even commenting. In the image, they have a full body shot, with simply "Does this work?" Does what work? The glasses, the shoes, the dress?

This takes a lot more effort than simply tapping one of two photos without reading anything. A/B responses can be given in less than a second. It's all snap judgements -- no reading is necessary.