The thing is Twitter already A/B tested a LOT and Twitter’s new owner is naive to those prior findings as well as the long-term effects of them. Any advertiser is going to want to know about attrition rates, and those were previously best reported through now-fired employees as well as earnings releases. This is Twitter’s new owner learning the hard way that there are dumb advertisers out there who do want quick lift but longer term he’ll retain only spam. No way Twitter ever gets better than Doubleclick now.