The issue in the recent “Experimental evidence of massive-scale emotional contagion through social networks“is not A-B testing.

If our role as digital stewards is to bring people into a cosmopolitan view of the world, to break out of homophile (birds of a feather), we will need to do A-B testing to see what works.

The issue is that the digital should make systemic biases more explicit, not bury them further. To me, the upset about the Facebook study is about those motives and methods being obfuscated, not that those motives and methods exist.