Thanks Noel, EyeQuant co-founder here - (not the author, though)

Yes, the concept of an A/B test is used fairly liberally in our post and should probably not be interpreted in the exact same way for someone looking to run an actual A/B test on their website - though one hopefully gets the general idea. The article is just trying to point out that some of the most well known pieces of art were the result of an iterative optimization process that can be somewhat "reverse engineered" by creating alternative versions and measuring people's psychophysical response to those. And if this helps some companies out there to embrace both creativity and analytics to make their own websites better, all the better!