This is complete BS. I run hundreds of a/b tests each quarter and I specifically refuse to run the types of experiments you allude to. My a/b testing is all about helping users achieve the things (the outcomes) that they want to achieve by using our product in the first place. If we can help them do that, with more ease, then we are creating a better experience.

Perhaps you should just agree that, "not all a/b testing is the same".