Facebook’s experiment with manipulating the emotions of hundreds of thousands of users has_quite rightly drawn criticism from people worried about the ethics of such a practice, no matter how scientific its approach. How could they mess with people’s emotions without them being willing test subjects? Defenders of Facebook’s actions, such as VC (and owner of a stake in Facebook through Andreessen Horowitz) Marc Andreessen, say that this is no different to any other A/B test. It’s true that we’re unwilling subjects in experiments run on websites and apps all the time. The color of a ‘Buy’ button, the call-to-action in...

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