For the record not every site does these type of experiments. I've been programming websites since the 90s and I've never experimented on my users like this. The most I've done is swap in and out user interface features to see which one has a better response in a typical A/B test. It's not the same as telling a lie to a user no matter how you split hairs about it. They're overstating their case because they happen to be in the business of matching people up.