You know. there really is an argument to be made that UI-related A/B testing on the public really is unethical. Feels really close to experimentation without consent.
I think backend/performance-related testing, opt-in testing, and internal employee A/B rollouts are fine though.
If I'm trying walk my mom through something by providing verbal instructions over the phone, then I really don't want to be on the other side of an A/B test.
An A/B test in such an instance is a HUGE diservice. I imagine there are others, but that that is what I can immediately relate to.
In such a case, I would feel like whomever implemented the A/B test directly caused needless pain and suffering: both of our frustrations and whatever inadequacies/helplessness my mother might feel.
So yes, I'm in the same boat: either make it opt-in, or make it illegal.
I think backend/performance-related testing, opt-in testing, and internal employee A/B rollouts are fine though.