They experimented through misrepresentation. It's the latter that's the problem, not the former.
If your bank experimented with not completing transactions or your email provider experimented with not delivering emails, the problem wouldn't be that they experimented.
'match percentage' is a fuzzy subjective measure. To a large extent it's asking of OkCupid thinks two people having a conversation is a good idea, which is basically impossible to be a lie.
And they're doing it to fight against users being hideously misrepresentative, which is hilarious.
I often endure rage fits from one of my buddies who shows me example after example of cases where, for example, he answered "often" to a question a lady answered "usually," resulting in a mismatch.
The only good thing about it are key individual questions that let you judge someone's intelligence and determine if they're racist. The scalar number is a crock.
If your bank experimented with not completing transactions or your email provider experimented with not delivering emails, the problem wouldn't be that they experimented.