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> Depends entirely on the stakes and whether personal data is involved

Sure. Let me just A/B test whether or not you'll respond positively or negatively to having your news delivered via push notification or delayed by 10 minutes.

I'm sure you would appreciate being tested on without your consent, just so that I can make an extra quick buck at your expense. Nothing amoral or unethical about it.

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What do you think about slow rollouts for new features? Like, we think this new push notification system will be loved but let’s ship to only 1% of users in case there’s a horrible unforeseen consequence like occasional 10min delays? Dashboard goes upside down -> revert then work through logs to figure out what the hell went wrong.
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What do you think of things you purchased changing over time into something you didn't purchase?
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That's literally any software subscription ever.
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