Interesting. Sounds like it does share some ideas, but with a different goal. This blurb says it was trying to get people to complete for a spot on a leaderboard, whereas A/B testing is about helping people make every-day decisions.
http://betabeat.com/2013/09/fashism-struts-off-to-startup-gr...
This takes a lot more effort than simply tapping one of two photos without reading anything. A/B responses can be given in less than a second. It's all snap judgements -- no reading is necessary.