There is a new kind of war going on up in the clouds, and it does not involve anyone from the pantheon of Greek mythology. Its mega-retailer Walmart versus mega-retailer Amazon, and the pawns in their battle are the vendors who want to do business with Walmart.

OK Cupid is the latest online company to admit that it experimented on its users. However, in this instance one can make the case that experimenting was necessary in order to get their online dating matching algorithms right. And they weren’t intentionally trying to influence their users’ emotions, like Facebook did.