And, probably more to the point, Facebook is Facebook and OKCupid is OKCupid. And even if, as OKCupid says in their post "But guess what, everybody: if you use the Internet, you’re the subject of hundreds of experiments at any given time, on every site. That’s how websites work." the fact that Facebook did it ignited the Internet's collective anti-Facebook sentiment. (Of course, it's also the case that Facebook's experiments were more oriented toward their own advertising than improving the site experience for users.)